Research On The Strategy Improvement Of The Whole Marketing Capability Of Excellent Group Real Estate Based On Project Diagnosis

The development of the real estate industry in China is very rapid,and it plays an important supporting role in the development of China's national economy.In recent years,the government has implemented various policy controls on the real estate industry,which has brought about a certain impact on the development of the real estate market.Although the external environment of the real estate market is constantly changing,competition pressures and challenges have forced the real estate companies to actively adjust and innovate in project marketing.In particular,real estate companies are moving away from traditional marketing strategies and actively exploring the overall marketing model,that is,from the needs analysis of the project to the final process of real estate management,integrated marketing is promoted.In the context of the government's increasing efforts to regulate and control the real estate industry,Shenzhen's major real estate companies are facing more fierce competition and more emphasis on shaping and upgrading their marketing capabilities.The Excellence Group's main businesses are real estate development,commercial operations,property services and asset management.Among them,real estate development is the main source of profit for the Group,but it faces fierce competition from more than 40 real estate companies.Under the background that Excellence Group has established a sales target of RMB 100 billion in real estate development business,how to formulate a full-range marketing strategy that meets the external situation,rationality,and scientificness,and enhance the overall marketing capability so as to effectively realize the group's long-term goals is the top priority of the development of the Group's real estate segment business.The paper is based on this,with the help of diagnostic analysis,in-depth exploration of corporate marketing strategies to enhance the overall strategy.The project of Qianhai Excellence Times Plaza is a key project for Excellence Group to explore the full marketing model.Based on literature review,questionnaire survey,focus interview,data interpretation and judgment,the paper starts from the perspective of practical review and normative analysis,and to diagnose and research the marketing planning of the preparatory image period,continuation of customers' redeployment period,and various stages of the opening sales period covered by the project for Qianhai Excellence Times Square,in order to find out the strengths and problems,and then the promotion strategies and safeguard measures for the entire marketing ability of the company are proposed.These promotion strategies are guided by customer needs,guided by modern marketing theories,and closely integrated with the characteristics of the real estate industry,which have realistic guiding significance for the promotion of the Group's full marketing.In view of the fact that the whole marketing model of real estate projects is still in the exploratory stage,theoretical research is still insufficient.Therefore,the paper's final marketing promotion strategy developed for Excellence Group will enable it to enhance its competitiveness in the highly competitive real estate market environment and will provide a guarantee for the future development of the Group.In addition,the research results of the dissertation can not only guide the development of our country's real estate companies' marketing ability,but also benefit the theoretical research of real estate marketing model.