摘要：苏南地区各房地产项目竞争激烈，在整体房地产市场进入宏观调控的时候，房地产企业特别是中小房地产企业面临着前所未有的经营压力，开发资金的紧缺，有限的资源等，如何保证项目的理性开发，房地产企业应审时度势，把企业自身的发展目标和营销战略、策略放在这个大环境中加以调整。既要重视拓宽融资渠道，保护好资金链，又要重新评估企业运作过程中存在的风险，重新审视发展过程中的具体策略，以严谨、务实的态度去预期未来，制定出适合企业自身特点的市场营销策略。

　　　本文采用理论与实证相结合的方法，以房地产市场营销、营销传播等理论为基础，结合无锡金色江南项目开发，运用房地产营销策划基本工具如市场调查、项目SWOT分析、竞争分析、市场定位等对相关问题进行研究。以期使企业在市场上取得成功，对苏南地区的房地产企业制定营销策略具有一定的借鉴性和可操作性。

关键词：房地产企业、房地产项目、营销策略

Abstract：The real estate projects in Southern fierce competition, at the time of the overall housing real estate market into macro-control, the real estate enterprises, especially small and medium-size real estate industry is facing with an unprecedented operating pressure, development fund shortage, limited resources, and how to ensure the rational development. Real estate enterprise should consider the situation and put their own development goals , marketing strategies and tactics in the environment to make adjustments. Not only should we attach importance to broaden the financing channels, to protect the capital chain, but also to reassess the risk in the development process, re-examine the specific strategies.With the rigorous, pragmatic attitude to predict the future, for the enterprises to formulate the characteristics of its own marketing strategy.     In this paper, the combination of theoretical and empirical approach to real estate marketing, marketing communication theory, combined with the Wuxi Golden Jiangnan project development. Using real estate marketing planning basic tools such as market research, project SWOT analysis, competitive analysis, market positioningand and other relevant issues. In order to make enterprise market success of the sunan region, real estate enterprises in Southern Marketing Strategy developed should with a reference and maneuverability.

Key words:  real estate business    real estate    marketing strategy

研究内容及意义

　　　房地产业是国民经济的主导产业，在现代社会中扮演者举足轻重的作用。

　　　苏南地区各房地产项目竞争激烈，在整体房地产市场进入宏观调控的时候，房地产企业特别是中小房地产企业面临着前所未有的经营压力，开发资金的紧缺，有限的资源等，本课题将以无锡金色江南房地产为案例，具体研究其营销策略，例如如何保证项目的理性开发，房地产企业应如何审时度势，把企业自身的发展目标和营销战略、策略放在这个大环境中加以调整等。本课题研究可以知道，一些房地产企业要在国家宏观调控政策压力下生存，既要重视拓宽融资渠道，保护好资金链，又要重新评估企业运作过程中存在的风险，重新审视发展过程中的具体策略，以严谨、务实的态度去预期未来，制定出适合企业自身特点的市场营销策略。