A Study On The Marketing Strategy Of The W Project Of XF Real Estate Company

Since the commercialization of housing reform in 1998, the real estate industry of China has achieved rapid development and become the leading industry, pioneering industry and pillar industries of the national economy. The real estate industry of China play an important role in improving the housing conditions of urban residents, changing the face of town, promoting economic growth, and expanding employment, which can not be replaced by other industries. With the continuous development and deepening of the reform of the housing system and land use system, the real estate market has been gradually developed and standardized and mature. In the increasingly fierce market environment, only through carrying out marketing activities, grasping the customer demand, developing and selling what the customer need, the real estate enterprises can achieve success. As the market is becoming more and more mature and perfect, the real estate enterprises can skillfully use marketing theory and method, to develop an appropriate marketing strategy has become the key factor to determine the survival and development of the real estate enterprises.The market environment become more and more complex and changeful in the information era, the traditional marketing strategy is not in line with the trend of the development of the times. Internet places a short distance between production and consumption, reducing the flow of goods in many aspects of the experience, which has a revolutionary impact on the traditional marketing. The emergence of Internet marketing provides a new marketing mode and means for real estate enterprises.W is the first project for XF real estate company to explore Beijing market, therefore, making appropriate marketing strategies to achieve the goal of achieving sustainable development of XF company is a subject worthy of study.In the related theory of marketing, STP marketing strategy, 4P marketing strategy, 4C marketing strategy and 4R marketing strategy theory, are significant to construct XF company to build a scientific and reasonable real estate marketing strategy.Under the guidance of these theories, through market research, case and other methods, it is the focus of this research to construct a set of marketing strategy suitable for the W project of XF Real Estate Company.