Study On Marketing Strategy Of China Railway Construction Real Estate

China's real estate market after a long-term development, and gradually enter the adjustment period. The national "thirteen five-year plan" clearly defined the five development concepts of "innovation, green, coordination, openness and sharing", which provided the driving force for sustained economic growth and pointed out the direction for the healthy development of the real estate industry. To the "13th Five-Year" period, China's urbanization rate from the current 56% to 60%, urbanization for the real estate market has great potential for development, but also need to fully understand the real estate industry risks, fully aware of the real estate Social security characteristics, attach great importance to the size of real estate, quality and efficiency of the relationship between. With the standardization of the development of the real estate market and the relevant policies and regulations continue to improve, housing prices between the market competition will gradually standardize, competition will be more intense. The real estate enterprise analyzes the competition environment and characteristics of the market scientifically, adopts the appropriate marketing strategy and differentiated strategy to strengthen the marketing ability continuously, and then obtains the competitive advantage in the industry.This paper takes the China Railway Construction real estate as the research object, through the theoretical research and the case dissection, analyzes its advantages and disadvantages in the marketing strategy and tactics, and then explores how the real estate enterprises combine their own advantages and formulate marketing strategy and marketing strategy. Strategy.This paper analyzes the basic practices of China Railway Construction in terms of product strategy, price strategy, promotion strategy and channel strategy by combining 4P marketing,4C marketing, brand marketing, integrated marketing and humanistic marketing. SWOT analysis tool is used to analyze its internal and external Environmental analysis; through the China Railway Construction real estate on-site research, access to relevant data and analysis of relevant data. China Railway Construction real estate in the marketing strategy of product innovation is insufficient, pricing strategy, promotion strategy, channel strategy alone, the brand strategy and so on can not advance with the times. Through the analysis, the paper argues that China Railway Construction real estate should be customer-oriented product strategy, integrated marketing thinking, scientific pricing strategy, promotion strategy, channel strategy and brand strategy, enterprises from the organization, system, human resources in all aspects To ensure the implementation of marketing strategy.China Railway Construction real estate itself is a large enterprise, the nature of the property involved in different regions of the country differences, analysis difficult, different plots of the marketing strategy may be very different, and thus need to data and data integrity More in-depth study. Therefore, China Railway Construction real estate marketing strategy, based on the study of the paper will be long-term focus on developments in this area, and then continue to find more valuable marketing strategies and measures.