Research On The Full Marketing System And Strategy Of Beijing CITIC Real Estate Company

After the reform and opening up,the proportion of real estate investment in China's economic and investment growth momentum is increasing.The development of real estate industry is rapid,and it has gradually become the leading industry stimulating economic growth.So far,the market environment has changed significantly,the number of real estate enterprises increased rapidly,the real estate commodity from a seller's market into a buyer's market,the market competition is becoming increasingly fierce.Accompanied by the real estate price fluctuations,as well as the frequent national macroeconomic regulation and control policy,the real estate as a speculative tool phenomenon gradually contained.The resulting "default" and "sell" phenomenon,the state and local governments to stimulate the property market and the introduction of the policy.Strict restriction policy canceled step by step,but increase the real estate market wait-and-see posture,thereby increasing the new real estate development projects the difficulty of marketing.How to take the customer as the center,enhance the company's marketing level,has been put on the agenda.CITIC Real Estate Beijing Company was established in 2009,was founded in seven years.The company has developed the CITIC City,CITIC metro,glory,CBD,Beijing apartment,Sijiqing and calendula and other large projects,a total development area of 1250000 square meters.Due to the impact of external macroeconomic policy and economic environment,promote new development projects have also experienced difficulties in marketing,to achieve a breakthrough innovation,marketing model,to become the company's response to the crisis.The CITIC Real Estate Beijing Company as the research object,focused on solving the company in project development in the process of how to construct and perfect full marketing mode,to reverse the predicament of the company and improve business performance.On the basis of theoretical literature review,this paper makes a practical application.First of all,CITIC Real Estate Beijing Company and the new development project management status and problems are summarized,analysis of the causes of the project management problems,and the specific formulation of the full marketing program.Then,with four specific full marketing case and the actual marketing data,from the pros and cons of the two aspects of the analysis of the implementation of the full implementation of the program,and pointed out that the full marketing model needs to be improved where the.On this basis,finally,this paper improved the overall marketing model of CITIC Real Estate Beijing Company.At present,China's real estate is in a stage of confusion,the industry downturn,the real estate business needs more in line with the market rules of the marketing concept to guide,to enhance business performance.In this paper,the use of CITIC Real Estate Beijing Company to build and implement the full marketing model,the real value of the specific case study is to resolve the crisis for CITIC Real Estate Beijing Company.