摘要：随着房地产行业的迅速发展，在房地产企业中房地产营销策划已成为重要的组成部分。相关的理论有：4P理论、STP理论、CS理论和4C理论，这些都是在不同的时期开展的营销活动的。尤其在金融危机的影响下，房地产行业竞争空置率的上升，使得4C理论在南京市场上显现了其生命力，以消费者为中心的观点是南京房地产营销所缺乏的，因此以该理论为基础的进行房地产研究就有现实的意义。

　　　本文主要以理论结合实践的方法，首先阐述国内外的研究现状和相关概念，提出房地产营销的研究背景及意义，理清思路，然后以南京栖霞房地产股份有限公司房地产营销为例，对该企业房地产营销的情况进行研究，以其近期的财务历史数据为基数进行分析，在4C理论的基础上，研究消费者需求特点，然后运用相关的分析方法进行定性和定量的分析，充分考虑消费者的定价模型，合理确定成本，提供方便的渠道，利用各种平台进行双向沟通，从中发现问题，解决问题，给出相关提高管理的对策，最后结合全文做出归纳性的总结并提出展望。

关键词 4C理论；房地产；营销策略；消费者

Abstract：With the rapid development of real estate industry, real estate marketing planning in real estate enterprises has become an important part of. Related theory, there are 4 p theory, STP theory, the CS theory and the theory of 4 c, these are all at different times to carry out marketing activities. Especially under the influence of the financial crisis, the real estate industry competition, the vacancy rate rose, make the 4 c theory appeared in nanjing has its vitality, to consumers as the center point is lacked of nanjing real estate marketing, based on the theory of real estate research will have reality significance.

　　　Mainly by the method of theory combining with practice, this paper firstly in this paper, the research status at home and abroad and related concept, and puts forward the research background and significance of real estate marketing, ideas, and then to nanjing qixia real estate marketing real estate co., for example, the research situation of the enterprise real estate marketing, with its recent financial history data base are analyzed, on the basis of the theory of 4 c, research consumer demand characteristics, then use the relevant analysis method for qualitative and quantitative analysis, give full consideration to consumer's pricing model, reasonable cost, to provide convenient channels, using various two-way communication platform, discover problems, solve problems, improve management related countermeasure is given, and finally combined with full text make inductive summary and prospect are put forward.

Keywords  4C Theory  Real Estate  Marketing Strategy  Consumers

　　　由于房地产具有投资价值大，且不可移动性及区住性等特点，其销售难度要比一般商品要大的多。为了成功且有效地把房地产产品来销售出去，就必须根据营销目标和营销市场特点，采取一系列的营销策略。美国营销专家所提出的4C理论，它是以消费者需求为导向。它强调企业首先应该把追求顾客满意放在第一位,其次就是要努力降低顾客购买成本, 并且要充分注意顾客在购买过程中的便利性, 而不是以企业的角度来决定销售渠道的策略, 最后还应当以消费者为中心实施有效的营销沟通。4C 理论是把以人为本的思想运用到企业营销领域中,代表着企业在消费者的营销活动中的地位越来越主动，生活节奏逐渐加快的消费者以及市场信息过度的膨胀和激烈的市场竞争是营销环境下的必然需求。然而在新的房地产业增长周期中, 消费者已经成为了房地产投资的主体, 因此, 4C理论应成为多数房产开发商明智的选择。