近几年，房地产行业面临严峻挑战，诸多地产企业处于生死存亡的边缘。从宏观社会环境来看，新冠疫情对全球经济的冲击，俄乌战争对世界格局的改变，多年以来反复调整的管控政策，都对地产行业产生极为深远的影响；从中观行业维度来看，移动互联时代奔腾而来，新型社交媒体不断涌现，但房地产行业客户洞察能力与传播能力并没有与时俱进，“自嗨式”传播仍是行业通病；从微观企业视角来看，消费者心理预期随政策调整不断起伏，营销赖以生存的售楼处到访因封城停摆寥寥无几。面对世界剧变下愈演愈烈的市场竞争，后疫情时代里日新月异的客群需求，房地产企业营销工作者，已被时代之轮推至历史进程的十字路口。基于此，本文依循“现状问题——分析原因——策略建议”思考路径，以金地北京公司为研究对象，运用“营销地图”理论模型开展分析，并试图解决四个核心问题：公司应在哪里竞争（WHERE）？向谁提供价值（WHO）？提供什么价值（WHAT）？如何沟通和传递价值（HOW）？文章首先回顾房地产行业现状，以4Ps模型四维度归纳行业痛点，运用PEST模型分析公司宏观环境，运用波特五力模型分析竞争环境，运用SWOT模型分析公司自身核心竞争力并给出公司SWOT战略选择，应坚定参与北京市场竞争决心，解决“WHERE”的问题；在此基础上运用STP定位理论，确定市场细分与“Z世代青年”的目标客群，并确定“金地健康家”定位战略，解决“WHO”的问题；运用4Ps模型，提出“三架马车”的可落地营销策略：产品策略上坚持智能化、高颜值的健康产品，解决“WHAT”的问题；沟通策略上坚持运用社会化媒体，通过UGC内容生产法，运用直播、短视频等创新传播形式，让产品与服务直达“Z世代青年”内心，让营销传播更有网感，打造粉丝社群；价格策略上坚持高溢价、差异化原则；渠道策略上坚持线下精细化管理、线上自渠道创新，形成更具转化力的营销策略，解决“HOW”的问题。文章具体研究以三部分内容为主：（1）理论与文献研究：梳理地产营销研究理论基础。整理既往文献及研究资料。（2）归纳与对比研究：结合行业案例，整理房地产营销实践中存在的不足及原因。（3）案例研究与应用推广：以金地北京公司为样本进行案例分析，总结阐述新形势下营销策略的创新应用。试为当前陷入迷茫的地产企业，给出一些有价值的解决方案，提供一些有意义的创新思路。
In recent years, the real estate industry has faced severe challenges, and many real estate companies are on the verge of survival.From the macro-social perspective, the impact of the COVID-19 epidemic on the global economy, the changes in the world pattern caused by the Russian-Ukrainian war, and the repeated adjustment of control policies over the years have all had a profound impact on the real estate industry; From a narrower perspective, the new mobile internet era becoming more aggressive, and the constantly emerging new social media hits the market rapidly, the real estate industry's customer insight and communication capabilities have not kept pace with the times，self-satisfactory communication is still a common problem in the industry; from the micro perspective of enterprises, consumers' psychological expectations are adjusted frequently with rapid changes of policies，the on-site visits that marketing relies on are very few due to the closure of the city. Facing the intensifying market competition under the drastic changes in the world and the ever-changing customer needs in the post-epidemic era, the marketing practitioners of real estate companies have been pushed to the crossroads of the historical process by the wheel of the times.Based on this, this paper is based on the thinking path of "status quo problem - analysis of reasons - strategic suggestion", taking Gemdale Beijing Company as the research object, using the theoretical model of "marketing map" to carry out analysis, and trying to solve four core problems: where should the company be? compete? To whom does this company provide value to? What value does it provide? How to communicate and deliver value?The article first reviews the current situation of the real estate industry, summarizes the industry's pain points from the four dimensions of the 4Ps model, uses the PSET model to analyse the company's macro environment, uses the Porter's five forces model to analyse the competitive environment, uses the SWOT model to analyse the company's own core competitiveness, and proposes the company's SWOT strategic choices. Strengthen the determination to participate in the competition in the Beijing market and solve the "WHERE" problem. On this basis, the STPpositioning theory is used to determine the market segmentation and the target market selection of "Generation Z youth population", and determine the positioning strategy to provide value mainly with "Gemdale Healthy Home Products" to solve the "WHO" problem. Using the 4P model, put forward the landing marketing strategy of "troika".In product strategy, the research object insists on healthy, intelligent and high-value products to solve the problem of "WHAT"; in price strategy, adhere to the principle of high premium differentiation; in channel strategy, insist on refined offline management and online innovation; in communication strategy, insist on using socialization. Through UGC and other content production methods, the media makes good use of innovative media forms such as live short videos, so that products and services can directly reach the hearts of customers, marketing communication is more networked, and more transformative marketing strategies are formed to solve the "HOW" problem.The specific research of the article mainly focuses on three parts: (1) Theory and literature research: combing the theoretical basis of real estate marketing research. Organize previous literature and research materials. (2) Induction and comparative research: Combining industry cases, sorting out the deficiencies and reasons of real estate marketing practice in recent years. (3) Case study and application promotion: Take Gemdale Beijing Company as a sample to conduct case analysis, summarize and explain the innovative application of marketing strategy under the new situation. Try to give some valuable solutions and some meaningful new ideas for the real estate enterprises that are currently in confusion.
