Research Of Marketing Strategy For Baicheng ZL Real Estate Company

With the continuous development of economy and the state's macro-control of the real estate industry,the real estate industry has become mature and standardized.Meanwhile,because the real estate of first-tier cities is becoming saturated,large and medium-sized real estate enterprises with better marketing strategies will enter the second and third or even fourth-tier cities.At that time,the company like BaiCheng ZL real estate company,will also face the dual competitive pressures of mature large and medium-sized real estate companies and local real estate companies.There may even be the possibility of quitting the property market because of a lack of competitiveness.Therefore,in order to standardize enterprise current marketing management mode,make the enterprise play their own advantages to adapt to market competition,develop in accordance with the current market environment and the enterprise own characteristic marketing strategy is particularly urgent and necessary.This article has looked through the relevant documents in the marketing area and visit ZL real estate company to collect information,and by issuing questionnaires and taxes,and moreover,we conducted field research on consumers who have already purchased different real estate companies by issuing questionnaires.And the use of internet new media to collect information to obtain the accurate market data.Combining PEST analysis method,five-force analysis model and SWOT analysis model,this paper analyzes the macro and micro environment of enterprises and he competitive situation,get the SWOT analysis matrix of the company's marketing environment.After the market segment,the target market is positioned.Finally,4P marketing strategy theory is used to get the four-dimensional combination strategy of product,price,channel and promotion,and to impose safeguards to make it run smoothly.Through preliminary investigation and analysis,this paper design and develop a suitable marketing strategy for ZL real estate company,it can help BaiCheng ZL real estate company to maximize its geographical and cultural advantages,and enhance the market competitiveness of enterprises,so that enterprises can achieve further development.Meanwhile,by optimizing the marketing strategy of ZL real eatate company in BaiCheng,it can give other small city real estate company to provide certain reference meaning to develop and optimize marketing strategy.