Research On Marketing Strategy Of L Real Estate Project In Qinzhou

With China's economy into the transition period,China's real estate industry has entered a new round of adjustment period,but also means that we have to face new challenges.Chinese housing market has change from the seller's market" to "buyer's market",and the development speed of the housing market has slowdown from a high-speed to a moderate-speed,accelerate growth to slow growth.At present,residential real estate market sentiment is more intense,consumers are no longer blindly follow the trend of investment,the reform program to replace the business tax with a value-added tax has expanded nationwide.As the volume is declining,real estate development enterprises bear a huge financial pressure,which are great challenges to China's real estate industry.The three or four lines of small and medium cities in the real estate project is not only facing the more severe development of the environmentandthechallenges of competition,but also facing the risk of funding strand breaks.In the vigorous development of e-commerce,how to develop a scientific and rational real estate marketing strategy in the new environment and the new situation is particularly important.Qinzhou is located in China-ASEAN Free Trade Area,Pan-Beibu Gulf Rim Economic Zone and many other regional cooperation intersection,the location is superior,strategic position.Its real estate development overall there is still great potential,but affected by the overall economic level and the scale of the city,the market capacity and the total economy is relatively limited,the consumption capacity of residents is still relatively weak.This study takes the L real estate project in Qinzhou as an example,based on relevant research results of domestic and foreign real estate marketing strategy,using a variety of research methods,according to the SWOT analysis method,4P analysis method and the STP strategy for the analysis of marketing strategy for real estate industry under e-commerce background,and the specific situation of Qinzhou real estate market is studied in detail.On this basis,the study develops the product strategy,price strategy,place strategy and promotion strategy combining with network marketing in the context of the e-commerce development,and to provide a detailed basis for decision making and reference for the marketing strategy of L real estate projects.The study shows that residential real estate projects of small and medium-sized city to break the traditional real estate marketing,the development of network marketing demand,innovation in the channel,and gradually improve customer loyalty,in order to promote the sales of real estate projects.This study hopes to be based on the actual case analysis of the L project,to provide reference and reference for other similar projects in china.