自20世纪90年代以来，我国房地产行业不断发展，逐步成为国民经济的支柱产业。但近年来，为促进房地产行业的健康发展，国家有关部门不断加大宏观调控的力度与密度，房地产行业已然进入调整期。加之当今世界经济形势蕴含诸多不确定性，无疑对我国经济发展产生影响，进而影响着我国房地产行业。在政策调控、融资监管以及市场竞争等多方面压力不断增大的情况下，房地产企业面临着市场形势严峻、融资环境收紧、资金周转困难等多重困境与挑战。基于此背景，房地产企业需不断根据宏微观环境变化来优化营销策略，从而在激烈的市场竞争中获胜，促进企业长期健康发展。本文以B公司C项目为研究对象，基于国内外学者的相关研究理论，结合PEST分析法对B公司C项目的基本情况、面临的宏观环境、行业竞争环境展开分析。借助4P理论、问卷研究法、访谈研究法充分分析C项目的营销现状、市场需求情况以及C项目存在的营销问题及成因。在此基础上，运用STP理论优化C项目目标市场与市场定位，并从产品、价格、渠道、促销等方面针对上述问题提出针对性营销策略优化建议，最后为保障优化建议的顺利实施提出保障措施。本研究将理论结合具体案例，对B公司C项目营销策略优化进行深入研究，以期提高项目营销水平和市场竞争力，同时也为其他房地产项目营销策略优化提供一定参考，以促进中国房地产行业的持续发展。

Since the 1990s, China's real estate industry has developed continuously and gradually become a pillar industry of the national economy. However, in recent years, in order to promote the healthy development of the real estate industry, the relevant state departments have continuously increased the intensity and density of macro-control, and the real estate industry has entered a period of adjustment. In addition, the current world economic situation contains many uncertainties, which undoubtedly have an effect on China's economic development, and then affect the real estate industry in our country. Under the increasing pressure from various aspects such as policy regulation, financing supervision and market competition, real estate enterprises are faced with multiple difficulties and challenges such as severe market situation, tightening financing environment and difficulties in capital turnover. Based on this background, real estate enterprises need to continuously optimize marketing strategies according to macro and micro environmental changes, so as to win in the fierce market competition and promote the long-term healthy development of enterprises.

This thesis takes Project C of Company B as the research object, based on the relevant research theories of domestic and foreign scholars and PEST analysis method, the basic situation, macro environment and industry competition environment of project C of Company B are analyzed. With the help of 4P theory, questionnaire research and interview research, the marketing status and market demand of Project C are fully analyzed, as well as the existing marketing problems of Project C and their causes. On this basis, STP theory is used to optimize the target market and market positioning of the project C , and suggestions on the optimization of targeted marketing strategies are put forward from the aspects of product, price, place and promotion. Finally, safeguard measures are put forward to ensure the smooth implementation of optimization suggestions. This study combines theories with specific cases to conduct an in-depth study on the marketing strategy optimization of Project C of Company B, in order to improve the marketing level and market competitiveness of the project, and also provide certain references for the marketing strategy optimization of other real estate projects, so as to promote the sustainable development of China's real estate industry.