| Experiencing from the boom season to the slack season due to the enhanced regulation,the real estate market has been quite fluctuated during 2016 which switches from sellers' market to buyers' market,in this case real estate marketing is becoming more and more important for real estate enterprises.This requires the real estate enterprises to seize the operation rules of the real estate market,intensify the investigations and predictions,research the affecting factors of the marketing planning,build the analysis formula,find problems and reasons in order to make the right marketing strategy and the innovation continuously.This paper takes SK real estate Suzhou company as the research object,analyze the macro & micro environment by using PEST and SWOT tools;base on the method of induction as well as the data collection and analysis,sort out the current company situation of marketing strategy,parse the existing problems and elaborate the reasons.Choose the suitable target market which combined the STP theory with 4P theory while analyzed several market segments according to the company's five year development target.In line with market positioning--“ better products,better price”,provide a group of optimize marketing strategies from product,price,place and promotion four aspects together with the implementation solutions.The aim for this paper is to break the old way of real estate marketing strategy which emphasis the project's research and neglect the company's research,try to combine the two together to make break through and innovation in market positioning and strategy.The group of optimize marketing strategy suggestions which based on SK real estate suzhou company will be helpful in making right decisions for company in this new market environment,improving marketing strategy level and creating greater value,meanwhile it can also provide some new ideas for other real estate company,and could supply the demonstration researches for our current real estate marketing theory. |
PDF Full Text Request