Research On Marketing Strategy Of Xingui Interna Tional Project Of Xiangjian Real Estate Company

Since the reform and opening up,China has developed a wave of real estate,real estate development,real estate investment,real estate marketing and other real estate economic activities have greatly stimulated the pace of economic development in China.The rise of the real estate industry,although driven around the GDP,but also brought an unprecedented housing crisis.At present,domestic housing prices continued to soar,especially in the north of the wide area of the price level,making people’s attitude towards the real estate is very contradictory,want to get the house at the same time because of high room prices prohibitive.In this case,the real estate marketing work has become extremely difficult.In this context,this article to Zhuzhou Xiangjian Real Estate Development Co.,Ltd.Xingui international project for the specific case analysis.Under the guidance of the marketing theory,combined with the internal and external marketing environment analysis of Zhuzhou Xiangjian Real Estate Development Co.,Ltd.,it summarizes the causes of the marketing difficulties of the current Xiangjian Real Estate Development Co.,Ltd.Xingui International Project.These reasons are mainly manifested as: lack of macro strategic control of marketing,marketing means of homogeneity serious,lack of targeted marketing services,product positioning defective,too traditional marketing channels,marketing incentives unreasonable,and supporting property and real estate promotion does not combine higher.Based on the current situation of these problems,in order to improve the market sales of Xingui International Project and expand the market influence of Xiangjian Real Estate Development Co.,Ltd.,this paper puts forward the following optimization strategies: closely with the Internet platform to carry out marketing promotion activities and enhance marketing Staff of the professional level,real estate pricing to highlight the project characteristics and real estate advantages,relying on the network platform to expand channels to promote efforts to re-build personnel incentive system and develop a diversified incentives to strengthen the supporting property promotion model.In order to ensure the implementation of the above optimization strategy,this paper also put forward six safeguards measures,namely,marketing team management guarantee,enterprise system construction guarantee,enterprise culture protection,human resources management guarantee,marketing incentive protection,and property management guarantee.Under the guidance of marketing theory,this article has carried on the thorough analysis,has studied the current real estate marketing overall situation and the concrete difficulty,based on the Internet marketing background,combined with Zhuzhou Xiangjian Real Estate Co.,Ltd.Xingui international project this specific case,The optimization of the marketing activities of similar real estate enterprises and the specific optimization methods,the study of the subject has a certain reference value and practical significance.