LH Group XA Real Estate Company Marketing Strategy Optimization Research Based On Customer Satisfaction

With the social attention of real estate industry and real estate market is promoting day by day,and the state also pay more attention to the regulation of real estate.Facing the increasingly fierce market competition environment in the real estate market and the policy environment of Intensive national regulatory policy,Real estate marketing has become the key link of real estate development enterprises to improve the competitiveness and the overall level of the company.And there are also a lot of scholars and stakeholders who have research on the real estate market marketing,however,more research results are reflected in the choice of marketing strategy and tactics,especially the marketing tactics of a real estate project in a region,and the optimization of marketing strategy based on customer satisfaction is still few.Because of consumer choice of real estate products is increasingly rational and mature,the market pattern of the real estate market has been turned to buyer’s market.Under this situation,it is a seriously thinking problem for a real estate enterprise that must be attention to customer satisfaction and Enterprise oriented towards customer orientation.So,based on modern marketing basic theory called "4ps" theory,the "4ps" theory includes Product,Price,Place and Promotion.Meanwhile,using "4cs"theory as the guidance,"4cs" theory lay emphasis on Customer dermand and customer value,specifically,including customer needs and desires,reducing customer cost,providing convenience to customers,communicating with customers.It has important theoretical and practical value to optimize traditional marketing strategy.Making LH group XA Company as the research object,based on customer satisfaction,mainly using the methods such as market survey,data analysis,comparative analysis and other research methods,this paper analyzes the status and problems of LH enterprise XA company customer satisfaction,and then analyzes the reasons of the problems.The customer satisfaction problem is the concentrated reflection of the company marketing problems,so the paper analyzes the status and problems of XA Company marketing,and pointes out the reasons of marketing problems.According to the current situation of customer satisfaction and marketing of XA Company,this paper comes up with basic marketing 4Ps as start,this paper discusses the optimization of marketing strategy which includes the product marketing strategy,price promotion marketing strategy,channel strategy,marketing strategy from 4Ps to 4Cs,and the support guarantee based on implementation of customer-oriented marketing strategy.Based on customer satisfaction of LH group XA real estate Company marketing strategy optimization research,it hopes that can call for relevant personage paying great importance to the research of customer satisfaction in marketing theory research and provide some thinking and reference for the real estate development enterprise in the aspect of practice.