Classified Index: F274
U.D.C.: 339.1
A Dissertation for the Degree of MBA
RESEARCH ON THE MARKETING STRATEGY
OF TIANJIN B REAL ESTATE DEVELOPMENT
CO., LTD.
Candidate:
Supervisor:
Wu Chunyu
Associate Prof.Wang Peixin
Academic DegreeApplied for: MBA
Affiliation：
Tianjin Binhui Real Estate
Development Co., Ltd.
December, 2020
Date of Defense:
Degree-Offering-Institution: Harbin Institute of Technology

哈尔滨工业大学工商管理硕士学位论文
摘要
房地产欧亿·体育（中国）有限公司在过去 30多年间为国家的经济的发展做出了十分重要的贡
献,但伴随而来的是欧亿·体育（中国）有限公司经济泡沫化。在见证了20世纪90年代日本经济危机、
2008年美国的经济危机后，政府也开始通过政策来降低房市热度，挤压房地
产泡沫。同时，随着经济的迅速发展，消费者们消费观念、消费意识的快速
转变，冲击了原有的欧亿·体育（中国）有限公司营销理念。而 2020年，疫情又给各个欧亿·体育（中国）有限公司都造成一
定打击,房地产欧亿·体育（中国）有限公司同样也受到波及。随着房企破产清算的消息增多，房企应
当如何生存下来？这是现在所有房企都在认真思考的事情。大部分房企都在
考虑通过转型来“改变命运”，但转型之路注定十分漫长。所以除了转型这
一长远计划，房地产企业还需要一个短期计划来解决眼前的问题。这就使得
房企在营销策略的制定中不得不考虑的更多、更全面。
本文主要以天津 B房地产开发公司为研究对象，主要利用 PEST分析、
STP理论、4P理论提供理论基础。首先，论文将通过了解国内外关于营销策
略的相关研究，利用数据分析、个案分析了解公司营销的相关现状，并发现
其中的问题；再对现行营销策略进行调整，利用明确市场定位、产品服务迎
合市场需求、合理定价、充分利用渠道及促销手段等方式为企业制定出一套
营销策略；最后提出相关的保障措施来保证所制定的营销策略能够顺利的实
施。使其切实能够达到帮助企业完成经营目标的目的。
通过以上，能够得到以下结论：随着房地产欧亿·体育（中国）有限公司竞争白热化，企业如何
在竞争中占有一席之地主要在于营销策略。营销策略在制定过程中要考虑多
种因素，且能够利用的方式也有多种。重点就在于更新自身营销理念；关注
相关政策，并加强对于政策的了解；数据的分析处理以及各种营销手段的灵
活运用，增强实用性和适用性。只有不断探索，找出适合自身的营销策略，
这样才是最好的营销策略。同时需要认识到公司的销售业绩并不仅仅是营销
部门一个部门的工作，需要各个部门的一同积极协作，协同起来为企业创收，
共同为企业发展助力。
关键词：房地产欧亿·体育（中国）有限公司；营销策略； 4P理论
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哈尔滨工业大学工商管理硕士学位论文
Abstract
The real estate industry has made a very important contribution to the
country's economic development in the past 30 years, but with it the real estate
bubble. After witnessing the economic crisis in Japan in the 1990s and the
economic crisis in the United States in 2008,the government began to released
policies to reduce the real estate market heat and squeeze the bubble. At the same
time, the development of economy and the change of consumer consumption
concept and consciousness have also led to the impact of the original real estate
marketing concept.At 2020, the outbreak of COVID-19 has had varying degrees
of negative impact on all walks of life. The real estate industry will also be
affected.As news of the bankruptcy and liquidation of housing companies
increases,how should real estate enterprises do to survive? That's what all real
estate companies are thinking about right now. Most real estate companies are
considering changing the situation through transformation, but the road to
transformation will be long. So in addition to the transformation of this
long-term plan,real estate enterprises also need a short-term plan to solve the
immediate problems. Real estate enterprises need to consider more in the
formulation of marketing strategy.
This paper mainly focuses on Tianjin B Real Estate company as the research
object, mainly uses PEST analyzer, STP marketing theory and 4P tactics to
provide theoretical foundation to the paper. First of all, the thesis will by means
of the relevant research on marketing strategy at home and abroad, using data
analysis, case analysis to know the current situation of the company's marketing
situation, and find the problems of company's marketing strategy, and then adjust
the current marketing strategy,using the strategy as the clear market
positioning,the product services to meet market demand,the reasonable
pricing,the utilized channels and promotional means,by all of these to develop a
set of marketing strategy for the enterprise; So that it can achieve the promotion
of helping the enterprise to achieve business objectives.
Through the above analysis, we can get the conclusion: With the
intensifying competition of real estate industry , how enterprises win the
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。。。以下略