Research On Marketing Strategy Of Junhua Project Of Gemdale Real Estate Group

After decades of real estate regulation,real estate booms,market saturations and customer demand have undergone qualitative changes.For real estate developers,this is both an opportunity and a challenge.Since the reform and opening up,foreign capital has opened up a large domestic consumer market.Investors have taken advantage of the policy dividends of the property market,and have constantly emphasized rapid development,but have,to some extent,neglected the exploration of project marketing.Nowadays,the homogeneity of the real estate market is serious.Once the property market suddenly changes and policies are introduced in a stringent manner,developers can easily break funds due to unsalable sales,leading to a chain reaction such as the bankruptcy of some real estate companies.Compared with overseas mature real estate marketing strategies,domestic developers have insufficient management experience and have a short time of practice.The theory is far less comprehensive than overseas,and there are also some potential policy difficulties.Real estate companies,how to gradually coordinate the agency and its own management system,is the current priority for real estate developers how to maintain stability and seize the initiative.Therefore,this article will be Jindi real estate company Junhua project as a research goal,in line with the marketing concept,in light of the project dilemma existing in the project,combined with a profound analysis,mining information roots,targeted customization of the market practice strategy and operation and maintenance measures,quite Practical significance.Gemdale Group is one of the earliest rising real estate companies in China.It mainly deals in real estate sales and other related business activities.In recent years,due to rising domestic real estate prices,real estate leaders such as Poly,Wanda have also increased investment in the Guangdong region,coupled with the involvement of foreign institutions,the domestic real estate market has continued to be divided.In the new competitive environment,Gemdale urgently needs to strengthen its understanding of customer needs from the perspective of marketing,so as to achieve the purpose of marketing and ultimately stand out.This paper,based on the development case of Jindi Jun Hua,focuses on the theory of marketing,and carries out project planning and feasibility study on a comprehensive project with excellent location in Baiyun District in recent years.It provides the simulation practice,market analysis and development suggestions for the comprehensive building of Baiyun District.First,it briefly discusses related marketing strategy management theory and provides theoretical support for the marketing research of Gemdale Corporation.Second,based on the theoretical knowledge to build a real estate marketing strategy framework;again,sort out the market strategy of the Junhua project,from the macro,meso and micro perspectives to analyze the influencing factors of marketing strategy.During the period,the analysis of the micro-environmental environment was conducted by using various analytical tools such as Porter Five Force Power,PEST and SWOT,and the defects and strengths of the Jindi Junhua Project were further evaluated.Then,in order to clarify how the company actually subdivides the market positioning and allocates resources,this paper also uses the STP model to analyze the market choices and qualitatives from the perspective of internal resources.In the end,an effective 4P marketing strategy and subsequent safeguards are formed.With a view to accumulating relevant marketing experience in the future,it can also provide experience for peers in similar real estate industries.