Study On The Marketing Strategy Of Dalian Jin Di Tan Xi Project

After 2012,the real estate market in our country has already said goodbye to the golden age.The local real estate market is polarized.On the one hand,the supply of land in the first line cities,such as North and Guangzhou,is reduced,and the demand for commodity housing is greatly increased.On the other hand,the demographic dividend of some new first line or second line cities has gradually diminished,the demand for the market is shrinking,the price of the house prices continues to fall and the sales are weak.Above reasons have led to the phenomenon of uneven competition in the real estate industry.This brings unprecedented opportunities and challenges to Real Estate Company's development capabilities,market research capabilities,product design capabilities,and marketing capabilities of operators.The traditional method and strategy of real estate marketing can not meet the requirements of the project marketing in the modern market competition environment.It is more difficult to provide strong sales guarantee for the development and profit of the enterprise.This paper combines practice and exploration with the author's participation in the Dalian District of Ganjingzi "golden tan Xi" project marketing work,in this paper,the main methods,contents and key steps of the implementation of the real estate project marketing strategy are discussed and studied.Analyze the macro environment of the "golden tan Chi" project by the PEST Mode,then we will judge the influence of external environment factors such as politics(Political),economy(Economic),society(Social)and Technology(Technological)on the project marketing.The SWOT analysis is used to analyze the advantages,disadvantages,opportunities and threats of the project in the micro environment,we can find the competitive advantage in the areas,products,services and so on in the process of developing this project,promote the sale of the project housing products and improve the profit and profit of the development company.In the whole project marketing process,the author and the project marketing team adopt different kinds of marketing strategy combinations.Class the competitive projects in the region,research and prediction of future market supply in the same sales area.In view of its own characteristics and development stage,a relatively perfect marketing strategy proposal is put forward.First of all,according to the market segmentation theory and the matrix,the market opportunity point is found,and the conditions of product positioning and design planning are clearly defined.Secondly,with the help of integrated marketing communication,the popularity and reputation of the project will be expanded,and the number of visitors to the project is greatly improved.The core value points of the project are combed again,and the advantages and disadvantages of other company projects and the case are fully compared to improve the premium ability of the products.The final solution of the problem and the obstacles encountered in the process of project marketing,and has strong practical significance in promoting the development of Dalian Huiquan Real Estate Co.ltd.