摘要2024 年是中国楼市极度紧缩的一年,尽管政府推出更多政策来提高住房销售量,但是房地产市场的滑坡形式仍在不断加深。一些精华房企依靠自身拥有的项目特色及其品牌优势,在房地产市场依旧平稳开发增产,例如保利、万科、蓝光、碧桂园等。针对中国房地产市场降温状况,无论是购房者,或是开放商还是政府,三方都在其中占据着举足轻重的位置,而房地产项目自身的品牌特点和市场优势将是2024 年乃至以后中国楼市的展望点。房地产公司重点根据旗下楼盘特色进行积极多种营销方式推广,将成为房地产销售的保障。本文重点探讨房地产的营销模式,并以碧桂园为例子进行房地产营销模式讨论。碧桂园是以房地产为主营业务,涵盖建筑、装修、物业进展、物业管理、酒店开发及管理等行业的国内著名综合性房地产开发企业。碧桂园让人惊讶的进展速度引起了社会各界的广泛关注与高度评价,其独特的进展模式被誊为“碧桂园模式”。本文以营销理论为依托,借助 4P、4C、4R 理论,遵循提出问题、分析问题、解决问题的基本思路,综合运用理论分析、实证分析、比较分析、案例分析等管理学讨论方法对碧桂园的房地产营销模式进行分析并总结。本文重点总结分析了碧桂园模式,细致的对碧桂园 4P 策略进行了讨论,并且排列了碧桂园模式成功所需条件和碧桂园模式成功的优势与局限性,最后也对碧桂园模式做出了进一步完善的对策。为其以后的更大进展提供理论上的支持,也为其他房地产开发企业提供经验借鉴。关键词:房地产;营销模式;碧桂园模式AbstractIt is an extremely tight year of the Chinese propety market in 2024 ,although the government introduced a lot of policies to improve housing sales , the real estate market in the form of landslide continues to be worse. Housing prices of the best projects have to rely on their own characteristics and its advantages, the development in the real estate market is still steadily increasing , such as Poly, Vanke , blue, Country Garden . as for Chinese estate market conditions , either buyers, open business or government , in which all three parties occupy a pivotal position, and real estate projects with its brand characteristics and market advant...