Research On Marketing Strategy Of Anhui Wanxin Investment Real Estate Company Under The Background Of Macroeconomic Control

Housing is a hot issue in recent years in our country,especially since 2009,the rapid development of the real estate market,the rapid emergence of housing prices,people are increasingly concerned about the commercial housing.Further,the housing issue has affected all walks of life in society.Although the government has been conducting macro-control over the real estate market,the housing problem in our country still has not been fundamentally solved yet.Especially from the first half of 2015 to the first half of 2016,the real estate market was extremely fanatical and the demand for commercial housing fell short of demand.To cope with this situation,since the second half of 2016,the central and local governments have introduced macroeconomic regulation and control measures for real estate,including purchase restrictions and loan restrictions,to a certain extent,curbing overheating in the real estate market.Macro-control in 2017 has a huge impact on real estate development companies,Hefei real estate market quickly from the seller's market to the buyer's market.Due to the dual impact of purchase and credit policies,competition in the real estate market in Hefei is becoming increasingly fierce.Real estate development enterprises in order to seize the market in the context of macro-control,the use of more marketing strategies,such as price concessions,advertising lights,Hefei,a number of real estate development companies to actively increase investment in marketing in the context of market regulation and achieved good Sales performance.The company is located in:This article selects Anhui Wanxin investment real estate company as the research object,through the use of literature research method,PEST analysis,quantitative analysis and qualitative analysis of a combination of comprehensive and detailed analysis of Anhui Xinwen investment real estate company marketing environment,Real estate company internal and external environment.Analyzes the influence of the national macro-control on the real estate market in China and the real estate market in Hefei of Anhui Xinwen Investment Estate Co.,Ltd.,as well as the marketing status quo and existing problems of Anhui Xinwendian Real Estate Company under macro-control.In light of the local macro-control policy of Hefei,it is suggested that the Company push the small and medium-sized units of about 90 square meters in terms of products to meet the demand of first-time home buyers.In terms of prices,the Company will formulate competitive prices according to the price in the region and implement the same real estate Regional price differentiated management.Through the product,price,promotion and channel optimization in four areas,enhance the company's competitiveness in the Hefei market.The main innovation of this paper is to analyze the influence of Anhui Wanxin Investment Co.,Ltd under the background of real estate regulation and control in Hefei,and to use pertinent analysis tools such as PEST and competitive forces to put forward the pertinent and operational countermeasures for Anhui Xinwen Investment Real Estate The company marketing strategy provides a reference.At the same time,but also for other domestic enterprises to provide reference.