A Study On Strategic Marketing Of Real Estate A Enterprise Under The Background Of New Economic Norm

With the arrival of the economic new normal,the trend of economic globalization is gradually stable.In order to curb the rapid rising housing prices,and to maintain the stable and healthy sustainable development of the real estate industry,we have issued a series of guiding policies on macro-control of real estate.Began to gradually straighten out the relationship between the real estate market and adjust the real estate industry structure.Under the background of macro-control,the real estate enterprises are facing the severe challenge of market and development space,and more serious is that some real estate enterprises are being merged and even forced to withdraw from the real estate market.A real estate enterprise as a home real estate development company,also suffered a very big market impact,the two most important economic indicators of sales area and sales decline.The urgent need to adjust the inherent business ideas,formulate a set of stable growth strategy consistent with the enterprise,to improve the survival and development ability in the background of the new normal.This paper first expounds the background and significance of the research topic,combing the research status of the real estate development strategy at home and abroad,and summarizes the relevant theory of the development strategy.This paper analyzes the macro-control policies issued by the countries in recent years,and summarizes and analyzes the overall situation of the development of real estate enterprises under the background of macro-control.At the same time,a real estate enterprise has its own characteristics different from other real estate enterprises.as a medium-sized real estate enterprise,owning a large amount of local land resources and not location advantage is the biggest characteristic of a real estate enterprise.through the analysis of the opportunities and challenges brought by the economic new normal background,this paper analyzes the advantages and disadvantages of a real estate enterprise in detail.Through the analysis,a real estate enterprise from the traditional development strategy to stabilize the strategic development framework,the specific strategy of the choice is to take advantage of the regional advantages of the enterprise and the government to carry out in-depth cooperation,and actively participate in local infrastructure,public cultural projects and the transformation of the old city shantytowns and other specialized development strategies.And using its own stock land resources to attract foreign funds to cooperate,carry out alliance development strategic thinking,and the products developed by a real estate enterprises,the market positioning,the implementation process of personnel,funds,risk and other security elements to establish a system of implementation and evaluation system,effectively guarantee the successful completion of the strategic objectives of enterprise development.Through the analysis of the background of the economic new normal,this paper puts forward that how to formulate the strategic objective of survival and development of a real estate enterprise according to the local industrial economic environment.As a research topic,the first is to enable a real estate enterprises to achieve better survival and development in the context of the economic new normal.Second,can provide the similar background of local real estate enterprises to provide the practical significance.Third,can clear up the current situation of the development of the real estate industry,better to provide consumers with products market demand.