摘要近幾十年來在中國經(jīng)濟高速發(fā)展的帶動下，房地產(chǎn)行業(yè)發(fā)展也蓬勃興盛，房地產(chǎn)經(jīng)濟現(xiàn)已成為中國經(jīng)濟的重要組成部分。二十一世紀(jì)的如今，經(jīng)濟高速發(fā)展，人口基數(shù)大，房地產(chǎn)產(chǎn)業(yè)影響依舊，是人民群眾賴以生存發(fā)展的重要保障。但由于國際經(jīng)濟局勢的變動，房地產(chǎn)發(fā)展受到阻礙進入瓶頸期，外加政府宏觀調(diào)控的影響，房地產(chǎn)企業(yè)面臨新的考驗。如何在宏觀環(huán)境影響下良好生產(chǎn)和發(fā)展，是房地產(chǎn)企業(yè)要面臨的嚴(yán)峻形式。市場營銷策略是連接企業(yè)與市場的橋梁，房地產(chǎn)企業(yè)制定科學(xué)、合理的營銷策略，是適應(yīng)市場經(jīng)濟走勢，解決經(jīng)營與發(fā)展中遇到的難題，并贏得競爭的重要手段。本論文在房地產(chǎn)及房地產(chǎn)市場營銷策略的理論引導(dǎo)下，將萬科企業(yè)股份有限公司（下文簡稱為萬科地產(chǎn)）當(dāng)作研究對象，介紹了萬科地產(chǎn)的公司概況，在房地產(chǎn)營銷理論的指導(dǎo)下，立足當(dāng)前房地產(chǎn)市場發(fā)展的大環(huán)境，將4P營銷理論作為主要分析方法，闡述產(chǎn)品、價格、渠道和促銷四個組合策略在萬科地產(chǎn)公司中的運用。同時針對萬科地產(chǎn)營銷策略中存在的一些問題，如產(chǎn)品定位簡單，樓盤信息粗放，虛假宣傳，營銷人員素質(zhì)不高等，提出如堅持科學(xué)的市場調(diào)研，加強品牌意識，堅持以顧客為本，提高營銷人員素質(zhì)等相應(yīng)的改進建議。也希望本文研究能為以后的相關(guān)研究打下基礎(chǔ)，進而促進萬科地產(chǎn)的良好發(fā)展。關(guān)鍵詞：萬科地產(chǎn)；4P營銷理論；營銷策略AbstractDrivenbytherapiddevelopmentofChina'seconomyinrecentdecades,thedevelopmentoftherealestateindustryhasalsoflourished,andtherealestateeconomyhasnowbecomeanimportantpartoftheChineseeconomy.Inthe21stcentury,theeconomyisdevelopingrapidly,thepopulationbaseislarge,andtheinfluenceoftherealestateindustryisstillthesame.Itisanimportantguaranteeforthesurvivalanddevelopmentofthepeople.However,duetochangesintheinternationaleconomicsituation,realestatedevelopmenthasbeenhinderedintoabottleneckperiod,coupledwiththeimpactofgovernmentmacro-control,realestatecompaniesarefacingnewchallenges.Howtoproduceanddevelopwellundertheinfluenceofthemacroenvironmentisaseriousformthatrealestatecompaniesmustface.Themarketingstrategyisabridgeconnectingtheenterpriseandthemarket.Therealestateenterpriseformulatesascientificandreasonablemarketingstrategy.Itisanimportantmeanstoadapttothetrendofthemarketeconomy,solvethedifficultiesencounteredinoperationanddevelopment,andwincompetition.Underthetheoreticalguidanceofrealestateandrealestatemarketingstrategy,thispapertakesVankeEnterpriseCo.,Ltd.(hereinafterreferredtoasVankeRealEstate)astheresearchobject,introducesthecompanyprofileofVankeRealEstate,andundertheguidanceofrealestatemarketingtheory,basedonthecurrentThegeneralenvironmentforthedevelopmentoftherealestatemarket,using4Pmarketingtheoryasthemainanalysismethod,expoundstheapplicationoffourcombinedstrategiesofproducts,prices,channelsandpromotionsinVankeRealEstateCompany.Atthesametime,aimingatsomeproblemsinVankeRealEstate'smarketingstrategy,suchassimpleproductpositioning,extensiverealestateinformation,falsepublicity,andlowqualityofmarketingpersonnel,itisproposedtoadheretoscientificmarketresearch,strengthenbrandawareness,adheretocustomer-orientedandimprovemarketingSuggestionsforimprovementofpersonnelquality.IalsohopethattheresearchinthisarticlecanlaythefoundationforfuturerelatedresearchandpromotethesounddevelopmentofVankeRealEstate.Keywords:VankeRealEstate;4Pmarketingtheory;marketingstrategy目錄TOC\o"1-3"\h\u59901緒論 ２９致謝時光如梭，大學(xué)四年轉(zhuǎn)瞬即逝。在此次撰寫論文的期間，同時也是一次學(xué)習(xí)的過程，我深刻地感受到了自己所學(xué)知識的不足，也加深了我不懈學(xué)習(xí)的動力。在論文撰寫的過程中，我要向給予我?guī)椭娜藗?，表示真摯的感謝!首先要感謝我