摘要:随着时代的变迁与经济的发展，房地产业作为我国的一大经济支柱产业发展迅猛并日渐规范，房地产业的市场竞争也随之日趋激烈，房地产营销策划从不被开发商重视逐渐演变为影响房地产项目发展的重要因素之一。如何做好房地产项目的营销策划，是开发商制胜的密钥。

　　　本文运用营销策划相关理论对南通工业博览城项目的营销策划进行分析。南通工业博览城项目是一个商业房地产项目，是集五金机电、家居建材、仓储物流、商务办公为一体的第六代专业市场。本文从营销策划相关知识点入手，首先明确项目研究的背景和意义，然后通过市场调查，对该项目的竞争状况进行对比分析，运用SWOT分析法分析项目的优势和劣势，从而对项目进行市场细分，明确目标市场，最终进行市场定位。最后，综合运用STP、4P等理论，从产品、价格、渠道和推广等方面对房地产的营销策划进行系统的研究与分析。

关键词 商业房地产；营销策划；环境分析

Abstract：In the wake of the changing with the times and the development of the economy, real estate, as one of the pillars of economy, developed rapidly and increasingly becomes standard. The competition among the real estate also becomes severely. Real estate marketing developed into one of the most important factors from being ignored by developers. It is the key point for developers to find a right way for marketing plans of the real estate projects.

　　　This text analyzes the marketing plans of Nantong Industrial Expo market house by using relative marketing plans theories. The project of Nantong Industrial Expo market house is about commercial real estate, it is a sixth generation professional marketing which consists of metals, electromechanical, warehouse, logistics and business office. This text starts with marketing plans and relative knowledge points, firstly confirms the background and meanings of the project research, and then analyzes the competition condition of this project through the researching of the market, using SWOT analytical approach to analyze the advantage and demerit, therefore, classified the project of the market, set the goal of the market, and then locates the market eventually. In the last, researched and analyzed the marketing plans of the real estate from product, price, supplier and broadcast, etc, by using STP and 4P theories comprehensively.　

Key words  commercial real estate  marketing planning  environmental analysis

　　　房地产业在我国起步较晚，因此，我们的开发经验还不是很丰富，本身而言，房地产业的特点就是高风险、高回报率，而房地产营销策划是对房地产开发的一种良性的引导，它是对项目进行全方面、多层次的综合性分析，因此，可以引导开发商作出正确的投资决策，避免了投资的失误，从而提高开发商投资的准确率，规避风险，减少损失。

　　　本文通过运用营销策划理论知识，选择南通工业博览城项目的具体营销策略方案进行研究分析，通过项目竞争对手分析和自身的优劣势分析以后进行市场调研，然后进行市场细分、确定目标市场和最终市场定位之后，制定符合本项目特征的营销策略，为项目的开发及后续销售工作起了重要的导向工作，通过对本项目的研究分析，可以让房地产开发商和管理层更直观的看清营销策划在整个项目开发过程中的重要性。本文的研究分析如果能为房地产业内人士提供有价值的参考，便是我选题意义的实现。于此同时，本文对于房地产开发商提高自己的综合竞争实力也具有十分重要的意义。