Study On HJ's Golden Hyatt Project Marketing Channel Strategy Improvement

China's real estate market is also ups and downs.After more than ten years of rapid development,the "golden age" has entered the "Silver age".The development is becoming more sophisticated and mature.On the one hand,real estate development companies are maintaining high profitability and rapid product development.Deification,based on the status quo of ZB's real estate market,combined with the "Golden Yue House" project strategy practice,optimizing its marketing channel strategy has a very important theoretical and practical significance.The main idea of this article is to follow the idea of asking questions-analyzing problems-solving problems.Firstly,based on the theoretical analysis of marketing channels,this paper expounds the status quo and problems of the marketing channel strategy of HJ Real Estate Co.,Ltd.After that,it analyzes the reasons for the current marketing channel strategy of the project.Afterwards,he put forward suggestions for improving the marketing channel strategy of HJ Real Estate Co.,Ltd.and the implementation of the marketing channel strategy improvement plan for the Golden Hyatt project.The content of this article contains a total of six parts.The first part is introduction.It mainly describes the research background and research significance,research status at home and abroad,research content and research methods,research ideas and research framework.The second part is related concepts and basic theory.It reviewed the basic theories such as relationship contract theory,channel incentive theory,and channel conflict theory.The third part is the current situation and problems of the marketing channel strategy of HJ Real Estate Co.,Ltd.explained the effectiveness of the implementation of the marketing channel strategy of the Golden Hyatt project,the current problems and the reasons for the problems.The fourth part is the improvement of the marketing channel strategy of HJ Real Estate Company's Golden Hyatt project.The project marketing channel was subdivided and concrete suggestions for improvement were put forward.The fifth part is the implementation of the plan to improve the marketing channel strategy of the Golden Hyatt project.The sixth part is the conclusion and outlook.The study pointed out that the implementation of the marketing channel strategy of the Gold Yuet House project has also achieved certain results.However,the problems in the marketing channel strategy of the Golden Hyatt project are mainly reflected in the problems of direct marketing channels,the selection of real estate agents,and the recognition of Internet marketing.The main reasons for the problems in the marketing channel strategy of the Golden Hyatt project are the low efficiency of channel coordination,the backwardness of channel team building,and the lack of diversity in marketing channels.After clarifying the basic principles of the marketing channel strategy improvement design of the Golden Hyatt project,the project's marketing channel segmentation,agent channel strategy,direct marketing channel strategy improvement,and expansion of diversified marketing channel strategy,etc.Suggestions for improvement and implementation of safeguard proposals for improvement programs.The main aspects of the safeguarding proposal are that the implementation of the marketing channel strategy improvement plan of the Golden Hyatt project should strengthen the management of the marketing channel,improve the performance appraisal system of the channel,strengthen the incentive and supervision mechanism of the marketing channel,and improve the emergency response to sudden conflicts in the marketing channel.