Study On The Marketing Tactics Of Project N In SHMO Real Estate Company

As a significant and fundamental industry,which is related to the economic development and livelihood guarantee in our country,the real estate has always been the focus of people's livelihood.With the Continuous development of the real estate industry,its market also shows the various characteristics,combined with the macroeconomic regulation and control,the intensifying competition between different subjects,what lead to large impact on product sales for real estate.Since 2016 especially,on the one hand,due to the "one city,one policy" and "civic policy" regulation and pressure,the influence of the first,second and some hot cities in China is very severe,and the sales decline is more obvious.On the other hand,some non-regulated second-line and third and fourth-tier cities are fully destocking,and the area of commercial residential sales is increasing significantly year-on-year,which is contrast the hot cities,are in "a double day".In this situation,the enterprise is need to grab the previous step rapidly in the complex market environment,formulate the marketing strategies effectively,which is helping it to achieve business objectives,to help the company healthy,stable and sustainable develop in the real estate industry.Based on project N of SHMO Real Estate company in Qingdao as an example,to analyzing the macro environment on N,especially the characteristics of the policy,location,competitors,and changes of the integrated,using the modern marketing theory in the PEST model,the STP analysis and marketing mix theory knowledge,study and formulate the strengthening depth N project product image characterization,dynamic adjusting product mix,product brand construction and adjustment,product pricing,product channel and promotion,adoption and implementation of intelligent marketing combination marketing strategy,and put forward from the organization construction,performance appraisal,field management,process control and monitoring,the results of evaluation and strategy adjustment and so on to strengthen the security and ensure N project expected marketing objectives,to promote enterprise development fund proceeds as soon as possible,to provide the reference of the perfect and innovation of marketing mode for the enterprise as also.