W Real Estate Company The Hairong Project Marketing Strategy

The 2008 financial crisis, the real estate market slump, has a direct impact on the buyer's confidence in home buyers and real estate operating companies to survive. In this paper, W Company Hai-rong Project in February 2009 to study the phenomenon of selling, trying to field surveys and analysis for real estate enterprises learn from the experience of product marketing.In this paper, real estate marketing products in the market environment in the process of analysis, customer research, product positioning, marketing, marketing strategy has been implemented, such as the basic process and structure for the study of W Company of the situation facing the company, the real estate market prospects and our main competitors, and so on, and then use 4P theory, introduced in the Hai-rong project as a key example, the system sort out the W Company in the real estate industry resources, capacity. Then focus on the company's marketing strategy W Company media portfolio for the use of the media a more in-depth analysis. After the comprehensive analysis based on the authors combined years of experience, combined with domestic research institutions in research, marketing his own suggestions for improvement.Customer's consumption behavior is a complex consumer behavior, the property has been flooded with ads in people's lives every day and rational buyers is not easily moved by rigid ad, to that end, a study of customers in order to match with the customer language of communication to spread the word, will be the promotion of good results. Network as the rapid development of new media, the 2008 US presidential election, Obama is the media through the network occupied the high ground of public opinion, firmly grasp the young people lived, and eventually the general election victory. Internet viral marketing and public opinion to guide the use of in the real estate is still relatively small, but set a good example. News is reporting a phenomenon, while can be used as political tools, but also as an entertainment to reach behind a laughing stock for commercial purposes. In this paper, for example W Company in marketing channels for the promotion of the media played the "soft power" to conduct research, provide for the real estate marketing "effort" of the draw.In this paper, based on theoretical knowledge of modern marketing, marketing strategy for real estate companies were analyzed to study the specific case of the object. In this paper, at the same time the real estate marketing channels and news media in the role of Marketing conducted a study concluded that in this field trying to make some of useful for further studies scholars to provide some ideas and learn from.