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摘要随着改革开放进程的推进，市场经济得到人们的认可，并已深入人心，行业间的竞争也越来越激烈，房地产市场也不例外，房地产市场蓬勃发展的同时带来的是许多企业争相进入，房地产市场出现供过于求的现象，由原来的卖方市场转变为买方市场。由此带来的是，营销策略是房地产项目的销售中不可或缺的一部分，企业若想在强烈的竞争中占取一席之地，必须学会争对不同的房地产项目采取不同的营销策略，怎样运用营销策略。39147
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本文第一章介绍的是绪论，首先介绍的是研究背景，必须了解在什么样的背景下，才使营销策略如此重要，以便于我们更好的研究该内容，其次是研究现实意义及目的，也就是为什么要研究，研究这些内容有什么意义，最后说明本文研究的具体内容。
房地产营销策略背景清晰的基础上，本文以房地产营销的基本理论为着手点，具体写到了房地产的概念及特征、 房地产市场的概念与特征、房地产市场营销的概念、特征及在房地产开发中的重要性及意义、市场营销的概念、市场营销策略的概念、房地产市场营销策略的概念及重要性 ，在此基础上，进一步研究国内房地产市场营销策略的现状及创新点、详细的分析了我国房地产市场营销环境。经过分析再结合市场营销学传统的 4P 理论，最终提出了相应的营销策略，例如：产品策略、价格策略、渠道策略、促销策略，并对产品策略、价格策略运用的成功案例进行分析，最后提出关于房地产营销项目如何开展的建议及对策。
毕业论文关键词：房地产 房地产市场 市场营销 营销策略
Abstract
Along with the advancement of reform and opening up, the market economy to get the recognition of people, and has set up a thorough popular feeling, the industry is becoming more and more fierce competition, the real estate market is no exception, the real estate market booming brings many companies scramble to enter at the same time, the phenomenon of the real estate market oversupply, from a seller's market into a buyer's market. As a result, marketing strategy is an integral part of sales of real estate projects, if enterprises want to take a position in the intense competition, must learn to struggle for the different real estate projects to take different marketing strategy, how to use marketing strategy.
The first chapter is the introduction, this paper first introduces research background, must know in what kind of background, to make the marketing strategy is so important, so that we better study the content, the second is the research significance and purpose, is why want to study, what it means to study the content, and pointed out the specific content of this paper studies.
Real estate marketing strategy on the basis of the background is clear, in this paper, the basic theory of real estate marketing as the starting point, the concept and characteristics of concrete wrote about the real estate, the concept and characteristics of the real estate market, real estate marketing concept, characteristics and the importance and significance in the real estate development, marketing concept, marketing strategy of the concept, the concept and importance of the real estate market marketing strategy, on this basis, further study on the current situation of domestic real estate market marketing strategy and innovation point, detailed analyses the marketing environment of the real estate market in China. Via analysis and then combined with the traditional 4 p theory of marketing, finally proposed the corresponding marketing strategy, such as: product strategy, price strategy, channel strategy, promotion strategy, and the product strategy, price strategy, the success of the use of case analysis, finally put forward about the Suggestions and countermeasures of how to develop real estate marketing project.