Research On Marketing Strategy Of Shenyang Green Land Home Limited Company

After years of rapid development, China’s real estate industry has become apillar industry in the national economy. The real estate enterprises play a role andresponsibility which should do in promoting social development and improving thelevel of the national economy. At present, our country is promoting the urbanizationand new rural construction, real estate enterprises in various regions continue toincrease the real estate industry investment, and China is experiencing the real estateseller’s market is gradually transformed into a buyer’s market changes. BecauseChina has a large population, coupled with the rapid economic development,people’s living level has been improved, the requirements for the housing conditionsis increasingly stringent. In order to get maximize profits, the real estate enterprisesmust try all means to do the marketing work, make great efforts to develop to meetthe vast number of housing consumers the high requirements of the housing products.On the other hand, they must take the appropriate marketing strategy to attractconsumers tend to buy their own housing products. In addition, the real estateenterprises should also pay attention to their own comprehensive strength promotion,to adapt to the increasingly fierce competition in the real estate market.Since the establishment of Shenyang Green Land Home Limited Company, itwill adhere to the "green, better life" of the enterprise purpose for the market throughthe industrial operation and capital operation and development, which has nowformed a "real estate to highlight the main industry, energy, financial and otherrelated industries development" of the industrial layout. However, at present thebrand awareness, market share, customer loyalty of the company in Shenyang realestate market were not very high, there are many problems in the marketing aspect, for example, the design and planning of products is not considering the needs oftarget customers, the development of new projects are often divorced from reality,regardless of whether the customer needs, no matter the suitability of the real marketdemand; price deviates from the strategy and customer oriented pricing, the price ofmarketing theory, or on the basis of simple apply marketing conclusion, either in realanalysis, operation example piled up, a half revolution, for a moment how muchdiscount how much of a discount. The introduction of market prices distance too,consumers can not accept; there are many deficiencies in the product promotionmeans and idea, in the aspect of subject choices have not prominent personalitycharacteristics, innovation capability is not strong; the company’s sales staff tofurther enhance the experience and ability; etc.. These problems restrict thedevelopment of the company to a large extent are not conducive to better housing,company product promotion more quickly to the market.Based on the study of marketing situation and existing problems of ShenyangGreen Land Home Limited Company, this paper analyzed the macro, micromarketing environment, internal strengths and weaknesses of the company, used theSTP strategy analysis tool analyze market segmentation, target market selection,market positioning, discussed what the company should be marketing strategy fromfour aspects of product, price, channel and promotion, and finally put forward somemeasures to ensure the company’s marketing strategy from four aspects of capital,organization and human resources, technology and system. Through this study, Ihope it can put forward the theory methods and case reference for Shenyang GreenLand Home Limited Company and China’s real estate enterprises to implementeffective4P marketing strategy.