Study On The Marketing Strategy About Jyxc Real Estate Project

In recent years, the government has increased the intensity of macroeconomic regulation and control of real estate industry. A series of policies to control the real estate has been carried out, in which case Chinese real estate industry has gradually dropped into the winter. In the face of the increasingly bleak but increasingly competitive real estate market, real estate marketing strategy becomes the key to the success of the project.In this paper,the author describes the background, purpose and significance of the research of marketing strategy of JYXC real estate project firstly, and puts forward the contents and methods that this study adopted. Then the author briefly introduces the related theory of marketing strategy, marketing strategy analysis tools, and the references. The second part analyzes the internal environment of JYXC real estate marketing. The outhor takes a brief overview of the JYXC project and its developers, and analyzes the marketing resources from marketing human resources, marketing capital security, customer resources etc. Then the project’s strengths and weaknesses, opportunities, threats come out by using the SWOT model. In the third part, the author analyzes the external environment of JYXC real estate project by using PEST analysis and Potter five forces model. The fourth part carries on the market segmentation, the target market and market positioning of the project. The fifth part puts forward the marketing combination strategy of JYXC project, including product, price, channel, promotion etc. The sixth part puts forward the implementation of marketing strategy to ensure that the entire marketing activities carried out smoothly.