| With the rapid development of China’s real estate industry, competition in the marketof real estate enterprises are facing increasingly fierce, but with the state has introduced avariety of macro-control policies, China’s real estate market has been the transition from aseller’s to a buyer’s market, creating different needs of different market, more and moredifficult to grasp the needs of customers, products and marketing strategies similar seriouscompetition between industries are also increasingly intense. In order to make their ownbusiness in the market place, developers have realized the importance of real estatemarketing strategy. Real estate companies in order to obtain significant profits quicklyrecover the capital, it is necessary to increase the sales effect of the product, so you needto think about their own competitive advantage and how to develop marketing strategies.In recent years, the development of tourism in our country is continuing to heat up, so thattourism, real estate and rapid development of this new real estate products, but also in thedevelopment process there are many issues worthy of further study. The most importantpoints elements Kaisa East River Wear with tourism, real estate real estate projects, theresearch project marketing strategy to help accelerate sales played a positive role, and hasan important local real estate and how to better develop tourism real estate practicalsignificance.In this paper, Kaisa Dongdaihe real estate projects example, Kaisa Dongdaihe realestate projects SWOT analysis tools for marketing strategy chosen depth analysis ofinternal and external environment, to explore strategic options Kaisa Dongdaihe real estateprojects marketing and positioning, marketing strategy drawn Kaisa Dongdaihe real estateprojects There are four main contents, namely the implementation of market penetrationstrategies, market differentiation strategy, market development strategy and market exitstrategy. Analysis to further clarify the use of STP Kaisa Dongdaihe real estate projectsmarket segmentation, target market and market positioning. By Kaisa Dongdaihe realestate projects marketing organization to build and analyze the specific implementationprocess, the use of questionnaires, etc., the actual implementation of the project results toevaluate the market position found in its marketing strategy implementation processdeviations larger, higher marketing costs, the lack of features marketing, service not asgood as pre and other issues. The main reason for these problems: First, the company is notsufficient for market research, target customers limitations; Second blindly exaggeratedadvertising hype effect, put a large ad in the publicity hype, thus increasing marketingcosts, increased consumer price pressures; Third, the use of the company ’s marketing toolsand peripherals, or the same type of real estate companies similar phenomenon exists, thelack of its own characteristics, the impact of the marketing effectiveness; Fourth, the company invested in pre-sales and sales over the human and material resources moreinvested in the service area is still deficient, so that customer satisfaction falling instead ofrising, likely to cause a serious impact on the company’s brand. In this paper, the problemof the investigation put the appropriate measures: First, earnestly carry out market research,to find the exact target customers; Second, in terms of advertising to highlight the qualityand creativity of advertising, not blind speculation, efforts to strengthen the concept ofbrand marketing; Third, focus on innovation and marketing, and effectively improve theoverall level of sales, and ultimately achieve good sales results; fourth is to strengthen themarketing team building, improve the quality of marketing staff, but pay more attention toafter-sales service to enhance customer satisfaction. Through a series of adjustments, toenable the development of more scientific and standardized objective of the projectmarketing strategy. |
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