摘 要我国房地产竞争激烈，材料、人工成本不断增加，国家对其宏观调控增强，导致企业利润明显下降。因此，房地产的发展趋势日益严峻，这就使得研究房地产的营销策略成为重要研究课题。本文采用文献研究法、归纳演绎法和实地调查法对 A 房地产公司营销策略进行了分析与研究。得到的主要结论如下：（1）A 房地产公司营销策略存在以下三方面问题：市场调研不够全面，市场定位不够精准；营销推广方式单一，推广观念滞后；顾客关系管理体系不够完善。（2）建议 A 公司从以下四方面改善：拓宽目标市场，精准市场定位；制定 满 足 各 类 客 户 群 的 营 销 策 略 ； 建 立 完 善 的 顾 客 关 系 管 理 体 系 ； 结 合STP、4P、4C、4R 理论设计适合 A 公司的营销组合。本文结合 STP、4P、4C、4R 四个理论设计更加适合 A 公司的营销组合。这一营销组合的综合使用比以往仅仅按照一个理论制定的营销策略优势更突出，具备完善性、实践性强等特点。关键词：房地产； 营销策略； STP 理论； 4P 理论； 4C 理论； 4R 理论 ABSTRACTChina's real estate competition is fierce, materials and labor costs are increaseing, and our country has increased macro-control, resulting in a obviously decline of corporate profits. Therefore, the development trend of real estate is becoming more and more serious, the research of real estate marketing strategy is particularly important. The research method in this article are literature research method, induction and deduction method and field investigation. Analysis and research A real estate company marketing strategy, the main conclusions are as follows:(1) The marketing strategy of A Real estate company has the following three aspects problems: market research is not comprehensive, market localization is not accurate; the marketing mode is too simple, the promote idea is fall behind; the management system of customer relationship is not perfect. (2) Suggest to improve A company though the following four aspects: broaden the target ma...
