Research On Marketing Strategy Of HG Real Estate Company In Xian Yang

The real estate industry is an important growth point of China's national economy,the shortage of "golden age" has ended,with the continuous adjustment of the real estate industry,the current biggest problem faced by the real estate industry is the product of excess stock,especially the two or three line of the city,the national economic growth,the real estate industry is becoming increasingly difficult to inventory is the core problem faced by.Marketing planning departments are often the leading departments of real estate enterprises,whose core function is the sale of residential or commercial products.In a sense,the marketing ability of real estate enterprises is the basis for their survival in the industry.In the theoretical circle,the theory of 4P,STP,CS and 4C has become the main theoretical support of marketing at different stages of development.In recent years,the real estate industry is getting closer and closer to competition.The housing vacancy rate is more obvious after the financial crisis,and the real estate business will fall back after a high development.This paper uses 4C theory to analyze the marketing strategy of the HG Real Estate Company in Xianyang.At present,the overall sales volume of the real estate industry in Xianyang is relatively low,and prices remain stable and slightly down.Obviously,the traditional marketing way is no longer suitable for the modern marketing concept.Under this background,the real estate enterprises are forced to carry out the marketing combination innovation.Under the new conditions,the consumer has become the core element of the sale of real estate enterprises,regardless of geographical location,determine the brand positioning,product sales all around the consumer,therefore,ask the companies to pay more attention to the desire and demand of consumers and consumers to obtain the cost of goods,consumers,businesses and consumers to facilitate effective communication.This paper uses literature survey method,comparative analysis method and case analysis method and system of HG Real Estate Company marketing strategy,a detailed analysis of problems and causes,the status quo of Xianyang HG real estate marketing enterprise,based on the research of HG Real Estate Company,facing the marketing environment,including the analysis of macro environment analysis,industry environment analysis and STP the strategy,the fifth chapter is the focus of this paper,the main marketing strategy design of Xianyang HG real estate company,put forward detailed measures from the demand of consumers,cost,consumer communication,consumer convenience and so on,this paper uses the HG Real Estate Company in Xianyang Lake on the west side waterfront Qingcheng project as the research object,the integrated use of theoretical knowledge,this project involves the analysis consumer demand,cost,convenience and communication,the theory and practice of effective Combination?Finally,from the integrated marketing resources to strengthen human resources,strengthen the culture to establish a high level marketing team,through enhanced customer relationship marketing resources,for tax and financial support,strengthen the enterprise operation management and other aspects of security measures are put forward to improve the Xianyang HG real estate enterprise marketing strategy.Because of my theory level and ability is limited,when do the theoretical analysis and practical application of the superficial,although currently HG Real Estate Company marketing products have a certain reputation in the minds of consumers,Western products formed a certain brand,need a set of effective marketing strategy support is necessary.This research mainly focuses on consumer demand,consumer cost,consumer communication,consumer convenience and so on.There are few other research projects such as channels,services and so on,so we need further research and discussion in the future.I hope this study can enrich the theory and practice of the marketing strategy of the HG real estate enterprises in Xianyang,and provide some reference for the same type of real estate enterprises.