国内经济的快速增长使房地产业成为国内经济发展社会的核心，并对社会经济建设和经济发展产生深远影响。目前我国对土地、金融等领域持续调控，同时土地价格的上涨和竞争的加剧，对地产企业产生很大的压力。但是，市场控制政策的改变意味着经济正在改变，开发商也在努力寻求新的市场策略。在市场冷淡期以及这种调控政策下造成了许多实际问题，很多开发商并不知道该如何应对这种情况，并且制定相应的营销策略，所以我们必须尽快面对当前的情况，并予以相应的解决办法。本文通过LC地产泾河新城住宅项目的例子，研究了房地产市场营销策略的实际价值，并对LC地产泾河新城住宅项目进行了详细的剖析，为LC地产泾河新城住宅项目及其二期的开发和销售提供相应的营销策略和建议。

本文主要使用文献研究法、实地调查法和案例研究法等对LC地产泾河新城住宅项目进行分析，重点从相关理论研究、LC地产泾河新城住宅项目营销策略现状及问题分析等角度进行解读；其次，利用4P理论对LC地产泾河新城住宅项目的产品、定价、渠道和促销四部分策略的研究，了解到该项目的主要问题是户型单一（仅两个户型128㎡/138㎡）、缺乏科学的定价（周边项目均价为10000-11000元/㎡，LC地产泾河新城住宅项目销售均价为14900-18400元/㎡）、销售渠道单一（仅做了小部分的广告，不提供相应的广告通路及渠道通路等问题）、促销方式单一（仅有基础优惠，与其他项目差距较大）等等，且深入研究了问题产生的原因；此外从宏观、微观的角度对于案例项目开展SWOT营销环境分析，为下文设计营销策略方案提供相应的方向；以及通过STP理论，对LC地产泾河新城住宅项目实际发展以及需求形成了相应的市场细分，确认LC地产泾河新城住宅项目当前目标市场，并进行了市场定位，形成了LC地产泾河新城住宅项目营销策略等多种相关策略。最终，基于LC地产泾河新城住宅项目的现状、存在的问题和销售环境，为LC地产泾河新城住宅项目后续开发及二期项目的开发和销售提供合理的意见，结论是在后续的开发中LC地产泾河新城住宅项目需要使用相关营销策略，定位产品，基于相应购房人群，根据产品具有的特点，明确科学的定价体系、选择合适的营销方法、结合有效的促销方式，采用职业素质高的销售团队等方式，塑造良好的企业文化环境，重视财务费用支持等保障性措施的执行。利用营销策略的改善与优化，为LC地产泾河新城住宅项目以及二期项目营销策略的修改、修订带来一定的参考。

The rapid growth of domestic economy makes the real estate industry become the core of domestic economic development and social development, and has a far-reaching impact on social economic construction and economic development. At present, the continuous regulation of land, finance and other fields, at the same time, the rise of land prices and the intensification of competition, produce great pressure on real estate enterprises. However, changes in market control policies mean that the economy is changing and developers are trying to find new marketing strategies. There are a lot of real problems caused by the cold market and this regulation policy, and many developers don't know how to deal with this situation and develop appropriate marketing strategies, so we have to face the current situation as soon as possible and deal with it accordingly. Through the example of LC real estate Jinghe New Town residential project, this paper studies the practical value of real estate marketing strategy, and analyzes LC real estate Jinghe New Town residential project in detail, so as to provide corresponding marketing strategies and suggestions for the development and sales of LC Real Estate Jinghe New Town residential project and its second phase.

 

This paper mainly uses literature research method, field investigation method and case study method to analyze LC real estate Jinghe New City residential project, focusing on the relevant theoretical research, LC real estate Jinghe New City residential project marketing strategy status and problems analysis and other perspectives to interpret. Secondly, by using the 4P theory to study the product, pricing, channel and promotion strategies of LC Real Estate Jinghe New Town residential project, the main problems of the project are the single apartment type （only two apartment types of 128㎡/138㎡） and the lack of scientific pricing （the average price of surrounding projects is 10,000-11,000 yuan /㎡. LC Real Estate Jinghe New City residential project average sales price is 14,900-18,400 yuan /㎡）, single sales channel （only a small part of advertising, do not provide the corresponding advertising channel and channel access and other problems）, single promotion way （only basic concessions, and the gap between other projects）, and in-depth study of the causes of the problems; In addition, SWOT marketing environment analysis is carried out for case projects from macro and micro perspectives to provide the corresponding direction for the following marketing strategy design. And through STP theory, it forms corresponding market segmentation for the actual development and demand of LC real estate Jinghe New Town residential project, confirms the current target market of LC real estate Jinghe New Town residential project, and makes market positioning, forming LC real estate Jinghe New Town residential project marketing strategy and other related strategies. Finally, based on the status quo, existing problems and sales environment of LC Real estate Jinghe New Town residential project, reasonable opinions are provided for the follow-up development and the development and sales of the second phase of LC Real estate Jinghe New Town residential project. The conclusion is that in the follow-up development, LC Real Estate Jinghe New Town residential project needs to use relevant marketing strategies, positioning products, based on the corresponding buyers. According to the characteristics of the product, a clear and scientific pricing system, the selection of appropriate marketing methods, combined with effective promotion methods, the use of high professional quality sales team and other ways to create a good corporate culture environment, pay attention to the implementation of financial cost support and other protective measures. With the improvement and optimization of marketing strategy, it will provide some reference for the revision and revision of marketing strategy of LC Real Estate Jinghe New Town residential project and Phase II project.

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