Research On The Marketing Strategy In S Project Of B Real Estate Company In Xuzhou City

Beginning in September 2015,the country issued a series of real estate administrative policies to stimulate the development of real estate industry.Since the implementation of the commercial residential houses in 1992,China's real estate market which experienced 15 years of prosperity and development as well as under the influence of world subprime mortgage financial crisis,is moving into a new field of development.Xuzhou's real estate industry followed the pace of the national real estate industry,in the strong support of Xuzhou municipal government,during the Spring Festival time the real estate transactions in Xuzhou ranked first in the three or four-tier cities.Xuzhou City real estate market in the past 20 years,is quietly changed from the seller initially decision to the buyer's needs.The needs of customers become the core of developers' marketing and the industry competition is more intense.Thus taking this as the background and combining it with the author's practical work,this paper chooses the marketing strategy research of S project of B real estate Company in Xuzhou City marketing strategy research as the core topic of this research.The thesis,launching the comprehensive and in-depth research and analysis on this thesis,is divided into six chapters.The first chapter is the introduction,a brief review of the research background,research target and contents,research approach and technology roadmap,which lead the full text of the study.The second chapter is the theoretical review of real estate marketing,which introduces the application of marketing theory:4P and 4C marketing for setting up the marketing theory frame.And the research status both at home and abroad is expounded.This chapter is the theoretical basis of the whole research.The third chapter analyses marketing environment of S project.First of all,introduced basic information about the S project from the two aspects of the geographical location and the project status,and then PEST model is constructed,S project's external marketing environment is analyzed from five aspects of politics,economy,culture,technology and industry competition,and further more build the model of value chain to analyze S project internal marketing strategy status.This chapter belongs to the category of what.The forth chapter focuses on the strategy problems and its causes of S project's marketing.Chapter four takes current situation research as the foundation,deep analyze the problems.Through induction and summary,this chapter concentrates on the analysis of five causes,just as backward marketing idea,outdated marketing strategy,poor marketing ability,weak channel direction and single promotion strategy.This chapter belongs to the category of why.The fifth chapter discusses the formulation of S project marketing strategy.First of all,it confirms the principles of marketing strategy's formulation and conduct the analysis of the target market,which is the prerequisite for the implementation of S project marketing strategy.And then this chapter implements the specific marketing strategies from four aspects i.e.product,price,place and promotion.Specific suggestions and measures are put forward based on the problems and causes of analysis about all aspects of marketing.This chapter,with strong operability,belongs to the category of what to do.Finally,building S project marketing strategy implementation of security mechanism.The sixth chapter is the conclusion,which summarizes the thesis from three aspects of innovation,conclusion and prospect.