房住不炒背景下房地产公司营销策略研究 -- 以云尚项目 为例Research on the marketing strategy of real estate companies under the background of housing speculation -- a case study of YunShang project广东东软学院本科生毕业设计（论文）内容摘要随着社会经济的迅速发展、城市化的快速扩张，以及人口数量日益增加，房地产市场越发活跃。近年来，政府对房地产调控力度加大，各种限制政策陆续出台，2016 年房住不炒定位提出，使房地产企业经营与发展难度剧增。同时，随着社会的发展，人们对生活质量也有着与以往不一样的追求，追求一种更便捷，质量更高的生活方式。为了能够在激烈的竞争下良好发展，突显实力，房地产企业应该要根据现今政策背景，居民需求来制定合适的营销策略解决发展难题。本论文以云尚项目为研究对象，在房地产营销理论的指导下，以房住不炒的背景对其内外部营销环境进行了 SWOT 分析，以及对该项目当前所采用的 4P 营销组合加以详细的分析，并提出完善项目营销策略的意见。关键词：房住不炒；营销理论；营销策略AbstractWith the rapid development of social economy, the rapid expansion of urbanization and the increasing population, the real estate market is becoming more and more active. In recent years, the government has intensified its regulation on real estate, and various restrictive policies have been successively introduced. In 2016, the positioning of housing speculation was put forward, which makes the operation and development of real estate enterprises increasingly difficult. At the same time, with the development of the society, people also have a different pursuit for the quality of life, a more convenient and higher quality of life. In order to develop well in the fierce competition and highlight their strength, real estate enterprises should formulate appropriate marketing strategies to solve development problems according to the current policy background and residents' needs. This paper takes yunshang project as the research object, u...
