摘 要

房地产行业已由过去几年的高速发展阶段转入下行期。从政策层面来看，近年来政府部

门相继出台了一系列宏观政策措施，一方面加强对房地产行业的监管，推动行业的平稳健康

发展，另一方面防范房地产行业风险。从市场层面来看，全国房地产开发投资在 2023 年出现

了下降，而房屋施工面积、新开工面积以及竣工面积等关键指标也呈现出不同程度的下降或

增长。同时，商品房销售和待售情况也呈现出一定的压力，销售面积和销售额均出现下降，

待售面积也保持较高水平。由于房地产行业仍然是我国国民经济的支柱产业，2024 年《政府

工作报告》提出，要健全风险防控长效机制，防范房地产行业可能出现的风险。在上述背景

下，探讨房地产企业的营销策略，深入分析房地产企业营销策略存在的问题，并基于问题产

生的原因提出针对性的营销策略优化方案，不仅对房地产企业实现稳健经营目标具有积极意

义，也有助于在房地产下行阶段中，稳定房地产企业信心，具有重要的价值。

哈尔滨 ZS 房产 Z 项目作为 ZS 房产的重要项目，在近些年取得了长足的发展。近年来，

中国政府一直积极推动住房领域的体制改革，逐步优化住房供应系统，有效解决了以往普遍

存在的住房短缺问题。这一进展对社会提供更为宜居和舒适的居住环境起到积极作用，进而

推动人们生活品质得到提升。然而，在激烈市场竞争中营销策略的改进与调整大势所趋，ZS

房产传统的营销策略需要亟待完善。本文从 ZS 房产的营销策略现状入手进行研究，在此基

础上，综合使用 PEST 分析模型、五力分析模型和 SWOT 分析模型，探讨 ZS 房企面临的宏

观环境、行业环境和自身优劣势。随后，本研究基于 7Ps 营销理论分析 ZS 房产市场营销存

在的问题及问题产生的原因。最后，本研究提出了 ZS 房企项目营销策略的优化方式和保障

措施。研究发现，研究发现，ZS 房产市场营销既有机遇，又面临挑战。ZS 房地产市场在推

广方面存在着多重挑战。这些挑战主要包括产品定位模糊、价格策略问题、渠道创新不足、

促销策略缺乏个性化以及服务人员技能匮乏等方面的困难。然而，这些表面问题背后的根本

原因可能源自于公司陈旧传统的营销理念、运营效率欠佳的机制、人才培训系统中存在薄弱

环节，规章条例尚未健全，以及对新科技应用认识不足的现状。因此，ZS 房企要建立基于客

户管理的营销理念、建立人才素质提升机制、提高决策效率、完善规章制度、进行多元策略

组合营销等。为了保障 ZS 房企营销方案的落地，还要从组织、制度、人员和财务等方面予以

保障。

关键词：房地产；市场营销；营销策略；营销策略优化

Research on Marketing Strategy of Harbin ZS Real Estate

Project

Abstract

The real estate industry has shifted from a stage of rapid development in the past few years to

a period of downturn. From the policy level, government departments have introduced a series of

macro policy measures in recent years to strengthen the supervision of the real estate industry and

promote the stable and healthy development of the industry on the one hand, and to prevent the risks

of the real estate industry on the other hand. From the market level, the national real estate

development investment declined in 2023, while key indicators such as housing construction area,

new construction area and completed area also showed different degrees of decline or growth.

Meanwhile, sales and pending sales of commercial properties also showed some pressure, with both

sales area and sales declining and pending sales area remaining at a high level. As the real estate

industry is still the pillar industry of China's national economy, the 2024 Government Work Report

proposed to improve the long-term mechanism for risk prevention and control, and to guard against

possible risks in the real estate industry. In the above context, exploring the marketing strategy of

real estate enterprises, in-depth analysis of the problems existing in the marketing strategy of real

estate enterprises, and proposing targeted marketing strategy optimization solutions based on the

causes of the problems not only has positive significance for real estate enterprises to achieve sound

business objectives, but also helps to stabilize the confidence of real estate enterprises in the real

estate downturn stage, which is of great value.

Harbin ZS real estate Z project, as an important project of ZS real estate, has made great

progress in recent years. In recent years, the Chinese government has been actively promoting

institutional reform in the housing sector, gradually optimizing the housing supply system, and

effectively solving the common housing shortage problem in the past. This progress has played a

positive role in providing society with a more livable and comfortable living environment, thereby

promoting the improvement of people's quality of life. However, the improvement and adjustment

of marketing strategy in the fierce market competition is the trend, and the traditional marketing

strategy of ZS real estate needs to be improved urgently. This paper starts with the current situation

of marketing strategy of ZS real estate, on the basis of which, it comprehensively uses PEST analysis

model, five forces analysis model and SWOT analysis model to explore the macro environment,

industry environment and its own strengths and weaknesses faced by ZS real estate enterprises.

Subsequently, this study analyzes the problems of ZS property marketing and the reasons for the

problems based on the 7Ps marketing theory. Finally, this study proposes optimization methods and

safeguard measures for ZS real estate enterprises' project marketing strategies. The study found that

III东北农业大学工商管理硕士学位论文

the study found that ZS property marketing has both opportunities and challenges. There are

multiple challenges in promoting the ZS real estate market. These challenges mainly include

difficulties in product positioning ambiguity, pricing strategy issues, insufficient channel innovation,

lack of personalization in promotional strategies, and lack of service personnel skills. However, the

fundamental reasons behind these surface problems may stem from the company's outdated

traditional marketing concepts, inefficient operational mechanisms, weak links in the talent training

system, incomplete regulations, and insufficient understanding of the application of new

technologies. Therefore, ZS real estate enterprises should establish marketing concepts based on

customer management, establish talent quality improvement mechanisms, improve decision-making

efficiency, improve rules and regulations, and carry out multiple strategy combination marketing,

etc. In order to ensure the implementation of ZS real estate company's marketing plan, it is necessary

to provide support from organizational, institutional, personnel, and financial aspects.

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