The Research On Marketing Strategies Of SM Project On Xinjiang Soldiers Smoke Real Estate Company

In the country strategic framework "One Belt and One Road‖,Urumqi,As the core city of Silk Road economic belt,commercial real estate investment ushered in the golden opportunity.The goal on SM project is to build a civilization based Silk Road ―residential,office,shopping,culture and tourism" demonstration area Eurasian style neighborhoods.How to such levels of customers’ demand to carry out market research and plan a set of effective marketing strategy,and ultimately meet the market,to meet their interests,has become many real estate development enterprises,government and the common people issues of common concern.Based on real estate marketing theory,this article focuses on the research marketing strategy framework of marketing environment analysis,STP theory and 4P theory.This paper takes SM project as the research object,first,starting from the company introduction and the general situation of the project,the project location and project marketing strategy and other aspects analyze the marketing situation,find out the current marketing problems.Secondly,combining the marketing environment and the SWOT model,detailed analysis of macro and micro environment on SM project the existing opportunities and threats,advantages and disadvantages,and puts forward the corresponding countermeasures.Secondly,on this basis,the use of STP theory from geography,social class and type of house area three factors to determine the target market SM project: First,the major markets.Depending on the project and the analysis of competing projects will market positioning SM projects identified as: the Silk Road international community atmosphere.The core of the article is from the perspective of 4P strategies propose specific solutions for the project late product marketing.First,product strategy,including product differentiation strategy,brand strategy and product and service quality strategies.Second,the price policy,through the pricing principles,pricing analysis to determine the competitive pricing following the main differential pricing supplement the two pricing strategy combined with pricing strategy.Third,channel strategy,combining Project Status select independent sales,agent sales channel strategy,supplemented.Fourth,promotion strategy,target customers,to take "to point the focus of break,online and offline integration" advertising strategy,give full play to the network marketing power,combined with diversification promotion activities and a full range of public relations activities multiple angles to enhance the project influence to gain advantage in the fierce competition in the housing market.Finally,landing marketing strategy put forward the corresponding safeguards.I hope this study can be positive effect on the product sales,also can to a certain reference meaning to other commercial real estate.