MBA教育中心知识库

      随着经济和社会的不断发展，房地产作为我国的支柱产业之一，目前正发生 着日新月异的变化，然而受不同因素影响，目前房地产的营销模式仍处于单一模 式状态，市场竞争优势相对匮乏，因此房地产行业需要及时调整营销策略从而适 应市场变化。营销作为房地产企业与客户间的纽带，对企业发展起着举足轻重的 作用，灵活采用各类方法和工具，优化营销策略，精准把握消费者的潜在需求， 是房地产企业变革的重要手段。

      本文以兰州融创城项目为研究对象，首先通过对实际项目进行调研分析，采 用营销理论，根据 PEST 分析方法对其宏观环境进行分析，其次利用综合分析模 型分别解析了该项目存在的内部优势与劣势、外部机遇和挑战，总结了项目的营 销环境。结果表明，兰州市一系列房地产调控政策的实施对兰州融创城项目产生 一定的不良影响；结合项目竞争环境可以获知，潜在进入者风险较小，供应商占 据主导优势，且其议价能力较强，市场竞争激烈，竞争者较为集中。该状况下， 兰州融创城项目应充分把握当下发展机遇、弥补自身不足，提升项目品质。

      其次分别从产品、价格、促销和渠道 4 个方面对兰州融创城项目进行了营销 策略优化建议分析。其中在产品方面，应提升户型优化设计方案、满足客户潜在 需求。在价格方面，应结合区域发展状况及市场竞争影响，在不同营销节点进行 价格调整，从而提高消费者的购买欲望。在渠道方面，应采用线上和线小结合的 模式，通过网络、公众号及短视频等一系列新兴手段对营销渠道进行完善和升级， 拓宽营销渠道。在促销方面，应充分把握项目规划、开工、建设、开盘、封顶等 各个环节，采取合理的营销模式，提升营销的力度。

       最后深入分析了兰州融创城项目营销策略实施的保障措施，将目前的项目进 程、预期时间与营销优化建议相结合，提出线上加大影响、线下把控精度的营销 思路。此外，为确保营销策略顺利实施，分别从企业人力、组织、预算及文化等 方入手，开发营销质量管控系统和客户管理服务系统，并加强企业文化建设，加 强人员培训力度，间接提升企业营销策略的顺利实施。

      With the continuous development of economy and society, real estate, as one of the pillar industries in China, is undergoing rapid changes. However, affected by different factors, the current marketing mode of real estate is still in a single mode, and the market competitive advantage is relatively scarce. Therefore, the real estate industry needs to adjust its marketing strategy in time to adapt to market changes. Marketing, as the link between real estate enterprises and customers, plays a crucial role in the development of enterprises. Flexibly adopting various methods and tools, optimizing marketing strategies, and accurately grasping the potential needs of consumers are important means of transformation for real estate enterprises.

     This article takes the Lanzhou Rongchuang City project as the research object. Firstly, by conducting research and analysis on the actual project, using marketing theory and PEST analysis method to analyze its macro environment. Secondly, using a comprehensive analysis model, the internal advantages and disadvantages, external opportunities and challenges of the project are analyzed, and the marketing environment of the project is summarized. The results indicate that the implementation of a series of real estate regulation policies in Lanzhou has had a certain negative impact on the Lanzhou Rongchuang City project; Based on the competitive environment of the project, it can be inferred that potential entrants have lower risks, suppliers have a dominant advantage, and their bargaining power is strong. The market competition is fierce, and competitors are relatively concentrated. In this situation, the Lanzhou Rongchuang City project should fully seize the current development opportunities, make up for its own shortcomings, and improve the quality of the project.

     Secondly, marketing strategy optimization suggestions were analyzed for the Lanzhou Rongchuang City project from the aspects of product, price, promotion, and channel. In terms of products, it is necessary to improve the layout optimization design scheme and meet the potential needs of customers. In terms of pricing, price adjustments should be made at different marketing nodes based on regional development and market competition, in order to increase consumer purchasing desire. In terms of channels, the mode of combining online and small online should be adopted to improve and upgrade the marketing channels through a series of new means such as the network, official account and short videos, so as to broaden the marketing channels. In terms of promotion, we should fully grasp various links such as project planning, commencement, construction, opening, and topping out, adopt reasonable marketing models, and enhance marketing efforts.

    Finally, an in-depth analysis was conducted on the guarantee measures for the implementation of the marketing strategy of the Lanzhou Rongchuang City project. The current project progress, expected time, and marketing optimization suggestions were combined to propose a marketing strategy of increasing online influence and controlling accuracy offline. In addition, to ensure the smooth implementation of marketing strategies, we will develop marketing quality control systems and customer management service systems from various aspects such as human resources, organization, budget, and culture. We will also strengthen the construction of corporate culture, enhance personnel training, and indirectly enhance the smooth implementation of marketing strategies.