Research On Precision Marketing Strategy Of Real Estate Project In Vanke Li Mei Xi County,Changsha

China's economy has entered a new period of development,the real estate industry is also closely following the second half,after the end of the barbaric growth of more than 20 years,the whole industry began to step into the adjustment period.In the face of rising house prices,the government has introduced a series of regulation policies.The whole real estate market is polarized:the limited purchase of the first and second line cities is limited,and the three or four line cities are facing the heavy responsibility of going to stock.Under this environment,the marketing of real estate enterprises is facing a test.How to develop quickly,sell quickly and collect money quickly becomes a problem that every real estate developer needs to face.Vanke,as the leader of the domestic housing development industry,how to implement the precision marketing strategy under the new era environment,the formulation and implementation of the accurate marketing strategy of real estate projects has an important reference value for the development of the whole industry.In this paper,the marketing strategy of Wanke Meishan County(two phase)is the research object.First,we analyze the marketing status of Vanke and the situation of Mei Xi county,and understand the basic situation of Vanke and the particularity of the Mei Sihu plate.Then from the macro level,we analyze the restriction policy and the real estate market situation in Changsha,and specifically analyze the national macro-control policies and the Changsha housing restriction policy.Secondly,it introduces the relevant information of the project and the item of the project,mastering the basic situation of the apartment,price and product positioning of the project competitors;understanding the competitor's building information and selling point,so as to know oneself and the enemy,and to protruding the advantages of the project.Furthermore,we get consumers' housing demand information through questionnaires,and analyze their demand characteristics and preferences.SWOT is used to analyze the strengths and weaknesses of the project,as well as the external opportunities and threats.Then using STP analysis to determine the market positioning of the project,from the precision product strategy,precision price strategy,precision network promotion,precision promotion strategy four angles to cut into the project marketing strategy.Finally,from the aspects of capital,organization and other aspects,it puts forward the safeguard measures for implementing the precise marketing strategy of the project.Nowadays,the depth of the network and the development of related software give consumers a great choice of space and convenience,so precision marketing based on precision positioning has a strong research space and research significance.Based on the marketing status quo and the location advantage of Wanke company,this paper develops marketing strategy for the Mei Xi county project(phase two).This project is the first landscape building project of Vanke Company.It is also the first project to enter the Sihu plate of Wanke.The success of its marketing strategy design will provide guidance for the development of the company in other regional projects,and will also have a profound impact on the product molding and brand image of Vanke.