R Real Estate Company A Project Marketing Strategy Research

Since the reform and opening up,the real estate industry which has been in a pillar position in the national economy is China’s livelihood industry.In recent years,along with the market changes and supply-side structural reform,the new type of urbanization and population to big cities gathered further.The pattern of the real estate industry is being adjusted,and the differentiation of regional grade in the real estate marketis more obvious.In particular,small and medium-sized cities are faced with the problem of large inventory pressure,long trading time anddifficult recovery of funds.So,it is very important to strengthen the marketing and make the marketing strategy to meet the needs of the consumers.Marketing is not only a complex system engineering,and has gradually become the core of the survival and development of enterprises in the market economy.During the real estate sales process,we must grasp some rules and principles.Set of marketing planning,with the most optimal marketing decisions,can directly determine the success or failure of a real estate enterprise.Based on STP strategy theory and 4P marketing combination theory,this paper analyzes the internal and external environment of enterprises by using PEST and SWOTanalysis method.Through the on-the-spot investigation method,questionnaire survey method and literature research method,this paper takes the small and medium-sized real estate enterprises in China’s three or four lines as the research object and research of real estate enterprise marketing problem.Based on A marketing strategy of the R real estate company as the research clue of the project,this paper mainly includes five parts:The first part is the literature review and the basic theory,this part concludes and summarizes the research results and conclusions about the marketing at home and abroad.It summarizes and analyzes the PEST analysis method,SWOT analysis method,STP strategy and the 4P marketing theory,which laid the foundation for the next case analysis.The second part is the overview of A project for R real estate company and the environmental analysis.This part introduces the general situation of A project.In combination with PEST analysis model for A project,the paper analyses the internal and external environment,using the SWOT analysis method to analyze the advantages and disadvantages of the project and the opportunity.to challenge.According to the visitor information,firstly,determine the market segmentation of the A projec,the target market and market positioning.The third part is the marketing survey and analysis of A project,combined with the marketing situation of the R project.Through a questionnaire survey of marketing staff,this part analyzes the existing problems of marketing.Market research is not sufficient and the quality of marketing staff is not high.Backward marketing concept and the existence of false advertising are also its problems.The fourth part is the marketing strategy of A project design.put forward the marketing strategy from product,price,channel and promotion,etc.The fifth part is the marketing guarantee of R real estate company A project,which mainly develops the corresponding safeguard measures from the aspects of organization system,human resources,performance appraisal,cultural brand and customer management.This paper provides some suggestions and advice for the marketing work of A project for R real estate company.Also it provides some new ideas for the development of marketing strategy in China’s real estate enterprises,especially for some enterprises of the third and fourth line cities.At the same time,it provides the empirical research to the existing real estate marketing theory in China.