XX融创房地产公司营销策略探讨.doc

摘 要:房地产市场跟随着中国快速发展的经济，逐渐走向规范化，从而牵动了各大房地产企业之间的激烈竞争。因此必须提高市场竞争能力，必须要有合理科学的市场营销策略。这也是房地产企业快速发展的关键。

    该篇文章通过对国家房地产市场发展现状，特别是无锡市房地产市场相关资料的搜集与总结，科学地分析融创房地产公司所面临的外部环境，结合各种关于“融创·熙园”的营销资料以及调查，以科特勒的营销4P以及4R为主要理论基础，对其消费群体以及竞品的分析，有针对性地指出该公司市场营销中所存在的问题，以发展的眼光对“融创·熙园”的产品进行科学定位，为该企业在营销策略制定方面提供一定的参考依据。

    希望论文研究结果对融创房地产公司以及同类企业有一定的实际参考意义。

关键词：融创·熙园；房地产市场营销；营销策略

ABSTRACT:With the rapid development of China's economy，the real estate market is gradually moving toward standardization, thus competition among the major real estate enterprises. It must improve market competitiveness, then there must be a reasonable scientific marketing strategies. It is the key to the rapid development of the real estate business.

   The collection and summarization of the national real estate market situation and the information of  the real estate market in WUXI, analyzing scientifically the external environment of SUNAC Limited Company, combined with a variety of information and the investigation of Sunny Garden project of WUXI SUNAC Limited Company，To The Marketing Theory of 4Ps by KOTLER and the Marketing Theory of 4Cs as the main theoretical basis, consumer groups and competing products of its analysis, targeted marketing, pointing out the problems of the company in order to develop a vision of the "financial innovation .Sunny Garden "products for scientific positioning,developing marketing strategies for businesses to provide a frame of reference.

     I hope the results of thesis will take some practical reference value to SUNAC real estate companies and similar enterprises

Keywords: SUNAC·Sunny Garden, Real Estate, the Marketing Strategy,The Marketing Theory of 4Ps,The Marketing Theory of 4Cs