Based On The Integrated Marketing Theory, Xi'an KG Real Estate Company A Project Marketing Strategy Optimization Research

Since the 1990s, the real estate market in China shifted from the planned economy mode to market economy mode. Through more than 20 years of market development, the real estate market in China has become rational and mature. Besides, the buyer's market in real estate industry has already formed, which objectively makes the status of the real estate market marketing increasingly significant. With the downturn of domestic economy and the increasingly fierce competition in real estate market, it is urgent for real estate enterprises to improve their marketing strategy so as to reach the strategic height of enterprise development.Integrated marketing was created by famous American economist and Professor Don Edward Schultz in the 1990s. It gradually rises in China. The theoretical circle and business circle have attached great importance to the marketing concept. However, currently, it is not very widely applied in the real estate industry in the domestic. Obviously, the traditional 4P marketing theory, "with products as the center", has failed to meet the requirements of the real estate market development. In fact, the integrated marketing theory that takes consumers as the center and pursues the win-win goal of customer satisfaction and corporate profits" is the most effective theoretical basis and guidance manual to solve the current difficulties in real estate market such as oversupply and low sale rate. In addition, due to the rapid development of information technology, the Internet has gradually changed people's life and spending habits, and thus it provides more route choices in formulating specific marketing strategy.By taking the situations of real estate market in China and the application of marketing in the real estate industry as the research background, with integrated marketing theory as the research basis and internet thinking mode, this paper studies the status of A project marketing strategy implementation of KG Real Estate and rethinks the existing problems. Moreover, this paper conducts qualitative and quantitative analysis based on the market environment, competitive market and target consumers of A project, identifies the thinking and direction of the marketing strategy optimization, and designs the optimization scheme of the marketing strategy for A project.