Study On The Marketing Strategy For Keyuan Building Of MR Real Estate In Hangzhou

The real estate market access threshold is low,operating profit is high,many investment enterprises to join the ranks of real estate development forces.The real estate market has changed from the seller's decision to the buyer's market.In order to let the emerging enterprises have a living space in the increasingly fierce real estate market,the research on the real estate marketing strategy is an important means.The research on the marketing strategy of the real estate enterprise can find the profit space of the enterprise scientifically and grasp the direction of investment.In this paper,through the analysis of the domestic and foreign research of marketing theory and Research on the relevant market,the source of building project conducted a market positioning analysis.According to the marketing theory to design the building Keyuan project marketing strategy and formulate implementation and security plan.Hope to be helpful to the practice of real estate marketing in china.First of all,starting from the historical background,analysis of the significance of real estate marketing,through the collection of information,to find out the route of this study,as well as the content of the study and the specific methods used.Next,analyze the internal and external environment of the project.In the external environment analysis,from two aspects of the national environment and the Yuhang District of Hangzhou City,the use of PEST theory of marketing management analysis of political,economic,social and technical factors in four areas.The analysis of internal environment is from the two aspects of the resources and capabilities of the project.And then find the strengths and weaknesses of the project.Secondly,from the point of view of the market,this paper uses Potter's five forces model to analyze the competition environment among the industries,including the competition of the existing enterprises and the threat of the new entrants.Through market capacity,trends and customer demand analysis,identify the market positioning.In the process of market analysis,enterprises gradually become clear of the threats and opportunities.Finally,using SWOT and internal and external factor evaluation matrix to find out the marketing strategy scheme suitable for the project.Make marketing strategy through product,pricing,channel,promotion and service.Cooperate with a series of implementation plan to ensure the smooth implementation of marketing.