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摘要：近几年来，我国房地产行业发展迅速，房地产企业犹如雨后春笋般涌现。在房地产市场逐步走向成熟的同时，企业之间的竞争也更加激烈。在竞争日益严峻的市场环境下，房地产营销策略的选择尤为重要，直接关系着房地产开发项目的成败。
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上海顺驰置业有限公司隶属于一个以房地产业为主营业务的集团公司，宝辰家园项目是上海顺驰置业有限公司在罗店镇开发的一个重要项目，对开拓罗店镇市场、乃至进军宝山区域市场都具有十分重要的意义。因此，制定合适的营销策略，使上海顺驰置业有限公司完成销售目标、实现可持续发展，是一个非常值得研究的课题。
本文首先对宝辰项目营销工作现状进行了分析，对其原有的营销方案进行了研究，提出了存在的问题和有待调整改进的方面，并依据市场营销相关理论，采用市场调研、案例分析以及竞争项目对比分析的方法，重新构建了一套适合宝辰家园项目的营销策略。
本文从上海市宏观环境和房地产政策入手，分析了上海市房地产市场的发展趋势，制定出了宝辰家园项目的STP 营销策略和营销组合策略。随着房地产调控政策的不断加强，宝辰家园项目的销售也遇到了一定的困难，为增加宝辰家园项目的市场竞争力，帮助其在新市场环境中长久可持续发展，本文制定了客户关系营销策略、活动营销策略和体验营销策略等。
最后，根据制定的整体营销策略，调整和梳理上海顺驰置业有限公司的公司结构，对公司的部门设立和人员分配提出建议，以保证营销策略顺利有效地实施。
关键词： 房地产；营销；定位
Shanghai Baoshan Luodian A Development Project Positioning And Marketing Plan
Abstract:In recent years, China's real estate industry is developing rapidly, the real estate enterprises emerged like bamboo shoots after a spring rain. Gradually mature at the same time in the real estate market, the competition between enterprises becomes more and more fierce. In the increasingly severe market environment, the real estate marketing strategy choice is particularly important, is directly related to the success or failure of real estate development project
Shanghai Shunchi Properties Limited Company belongs to a real estate as the main business of the group, Baochen Estate project is an important project of Shanghai Shunchi Properties Limited Company in Luodian Town, which has a very important significance to exploit market, and enter the Baoshan regional market. Therefore, developing an appropriate marketing strategy to achieve Shanghai Shunchi Properties Limited Company’s sales target and make the sustainable development, is a worthy topic.
This article first analyses the marketing situation of Baochen project, the original marketing schemes are studied, and put forward the existing problem and need to be adjusted and improved, on the basis of marketing theory, using the method of case analysis and comparative research, market competition project, to construct a set of suitable Baochen Estate project marketing strategy.
Next, starting from the Shanghai City, the macroscopic environment and the real estate policy, analyzes the development trend of the real estate market in Shanghai, worked out a Baochen Estate project STP marketing strategy and marketing mix strategy. With the real estate macro-control policy has been continuously strengthened, Baochen Estate project sales have encountered some difficulties, in order to increase the market competitiveness of Baochen Estate project, help them in the new market environment for sustainable development, this article developed a customer relationship marketing strategy and marketing strategy.
Finally, according to the overall marketing strategy, adjustment and carding the structure of Shanghai Shunchi company, the company suggested the department set up and staff allocation, in order to ensure the smooth and effective implementation of marketing strategy.
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