Research On Marketing Strategy Of J Project Of Z Company Of Small And Medium Sized Enterprises Under The New Normal Situation Of Real Estate

Since the 18 th national congress of the communist party of China,the central Committee of the communist party of China has made a major judgment to enter a new normal of economic development,in which the new development concept is to guide and promote the supply-side structural reform is the main line,and resolutely implement the general tone of steady progress is the policy framework.At present,the real estate market regulation policy frequently appears,so in this stage,the small and medium-sized real estate enterprises in the new form of health and sustainable development is very important.Small and medium-sized real estate enterprises play an important role in activating the entire real estate market and participating in market competition and breaking the monopoly of the market.The real estate marketing is the most important part in the development of real estate enterprises.It is the key part to realize the value and value of the real estate development.Through the research of the marketing project,this paper puts forward the difference marketing point of view on the development of the small and medium real estate enterprise marketing,making the project a great success.Therefore,this research has certain practical significance and academic value.Through the marketing research on the case of J project in Z company,this paper has played an important role in the realization of the multiple factors in the breakthrough marketing in the same area under the multiple adverse conditions of the internal and external situations.This article is divided into eight chapters in structure.This paper studies the current marketing situation and real estate marketing both at home and abroad,and expounds the background and influence of the new normal.This paper makes a brief introduction to the J project of Z company,and studies and analyzes the state and macro regulation policy,the real estate market and the land market,the market share of the 50 strong enterprises in China,the analysis of the regional analysis and so on.In the light of the actual situation of the J project,the appropriate customer orientation and market positioning are carried out,and the corresponding media are made.Strategy,image strategy,promotion strategy,customer retention strategy,pricing and sales strategy.