ZJ Real Estate Company's Precision Marketing Strategy Research

Since 1998, China's reform of the housing market, the real estate industry showing a rapid development of explosive, a main pillar industry in China even in a certain extent, made an important contribution to China's economic development and social progress, but with the social demand for real estate slowed down, as well as the relevant national policy constraints, since 2012, China's real estate market growth started to slow down, demand is gradually decreased, and more appeared serious phenomenon of high inventory, the normal development of the real estate industry has serious effect, in a certain extent affected the rapid development of China's economy.From the micro enterprise level, the main task of the ZJ Real Estate Company in the next 2-3 years is to go to inventory, but also to resolve the current supply and demand imbalance, the main way of excess production. How to effectively reduce inventory for ZJ enterprises to improve marketing efficiency is a very critical link. Then ZJ real estate companies should be how to eliminate inventory, reduce marketing costs, improve sales performance, adapt to the market environment brought about changes, thus speeding up out of the woods will be for a period of time in the future in ZJ real estate company is facing major problems. At the same time, in the mobile Internet era of real estate enterprises, to the Internet as the carrier of electronic commerce technology has changed the marketing mode of real estate enterprises, according to talking date in 2015 in the field of mobile Internet industry development report shows that as of the end of 2015, the mobile internet field of the whole industry, the market value of more than 5000 million yuan, intelligent mobile terminal users close to 1.3 billion, in the whole society and the whole industry is mobile Internet, the real estate industry will therefore have a profound changes will also be affected by the mobile Internet and its marketing approach will occur completely, subversive changes. Because of this, this paper hopes to precise marketing as the theoretical basis of the research, and points out that the ZJ real estate company marketing mode change as soon as possible, to follow the development of the times, dare to innovation and change, and build a more efficient way of marketing to ensure enterprise products can be accepted by the customer, thereby reducing the inventory to help enterprises out of difficulties.With the wide application of mobile Internet and big data technology as the background, pointed out that the mobile Internet is changing people's way of life, affect the enterprise marketing mode, the traditional marketing model has been difficult to adapt to the requirements of the development of enterprises, it is difficult to improve the performance of marketing, Gu under this background, the paper takes ZJ real estate enterprises as the research the object, based on stakeholder in-depth investigation and interviews, combining with the main trend of the current real estate marketing, so as to find the problems in the marketing process of ZJ Real Estate Company is currently marketing efficiency, marketing innovation ability is insufficient, order conversion rate and other issues, through the lack of further pointed out that the cause of the deficiency. Based on the existing resources of ZJ real estate enterprises and the future marketing strategy as the basis, new ideas and new ideas put forward to change the traditional marketing model to build accurate marketing mode, and according to the related concept, precision marketing theory content, process, methods and try to formulate the construction scheme and relevant supporting policies to ensure the accurate marketing plan can be successfully implemented in ZJ for real estate enterprises, real estate enterprises to improve marketing efficiency, enhance marketing performance evaluation to provide a solution, and through the implementation of precision marketing strategies for a period of time the results of an objective and reasonable, to prove accurate marketing ideas and strategies can effectively promote the product sales in the real estate in the enterprise, to defuse the pressure on the stock, improve the efficiency of business operations.