摘要:随着房地产行业的迅猛发展，行业竞争、资源整合、国家相继出台的各种政策法规，使房地产行业逐渐趋于成熟。但是在楼盘营销过程中还往往存在市场定位不准、价格定位不准、客户定位不准等现象，并且在产品的某些设计上和物业管理方面也存在很多的不足。如何解决这些不足，以达到企业利益最优化，这就要着眼于楼盘营销方案的优劣了。因为楼盘营销方案的重点就是把握市场变化、找准定位、确定与市场需求对口的产品、找准突破口以及凝聚自身的价值，再以有效的方法让渡顾客价值，促进销售。由此营销方案就相当于一个楼盘的生命线一样重要。

　国家新政限购令的出台，房地产开发商以求在激烈的竞争中站稳脚跟，就应该学会审时度势、占领先机。本文以连云港锦绣香江项目为研究对象，通过运用比较分析法、调查法、宏观分析与微观分析相结合的方法。对楼盘自身进行“SWOT”的分析，以营销的“4Cs”、“7Ps”理论为基础，结合锦绣香江现实营销中的影响因素分析，从而推出设计的最优方案，为锦绣香江的销售提供参考。

关键词  连云港锦绣香江项目；营销策略分析；营销方案

Abstract:In recent years, with the rapid development of the real estate industry, the competition within the industry, the integration of resources, the state introduced various policies and regulations, make the real estate industry gradually mature. But also often exist in the process of building marketing market positioning are not allowed to be inaccurate, price positioning, customer orientation are not allowed to wait for a phenomenon, and on certain product design has also many deficiencies and property management. How to solve these deficiencies, in order to achieve optimization enterprise interests, it will focus on the pros and cons of building marketing solutions. Because real estate marketing plan the key is to grasp the market change, looking for accurate positioning, determine and counterpart products, market demand for breakthrough and condensed itself the value of the assignment in an effective way, customer value, to promote sales. The marketing plan is just as important is equivalent to a building's lifeline.

　New Deal restrictions enacted in the country today, real estate developers should assess the situation and over time, in order to gain a foothold in the fierce competition. This article take lianyungang park river project as the research object, by using comparative analysis method, investigation method, combining macroscopic analysis with microscopic analysis. "SWOT" analysis was carried out on the building itself, to the marketing of the "4 Cs", the "4 Ps", the "4 Rs", "service marketing theory'', combined with splendid park river in real marketing influence factor analysis, and design the optimal launch plan, provide a reference for splendid park river sales.

Keywords  lianyungang park river project  marketing strategy analysis  marketing plan