Research On The Marketing Strategy Of Hangzhou YF Office Building

Office product is an important part of real estate,its existence marks the overall image of the city and the degree of economic development.Since Hangzhou city development transferred from the "West Lake era" to the "Qiantang River era",the whole city has evolved into a multi-core trade area development trend,the office market also coincides with the unprecedented development opportunities.However,a few years ago,in order to avoid housing regulatory policies,developers excessively increased investment in commercial real estate,resulting in oversupply of the office market products.Under the environment of the economic growth slowdown,how to make a breakthrough faced with high inventory market,how to make marketing stunning,are the necessities of studying on Hangzhou YF office marketing strategy.Based on the relevant theory of marketing,in this paper,it carries out qualitative and quantitative research with data collection,literature data,comparative analysis and other methods.First,from the market,based on a large number of data,it analyzes the national and Hangzhou marketing environment to lay a solid foundation for developing marketing strategies;Second,with the project as the core,it evaluates external environment opportunities and threats and internal advantages and disadvantages of the project with SWOT analysis,forms the project competition strategy,determines the project market segmentation,target market selection,differentiated market positioning combined with STP theory;and then with customer-oriented,through the 4P marketing mix theory,it solves the project marketing issues,and finally through the organization,funding,service marketing security measures,it ensures the implementation of the strategies.The research of this paper takes into account the importance of the influencing factors of marketing strategy,fully studies on the market,and demonstrates the formulation of Hangzhou YF office marketing strategy for the practical problems of the project.During the period,the biggest inspiration is under the background of current real estate marketing,paying attention to the dynamic changes of the marketing environment,timely grasp market information.Only in this way can it develop practical marketing strategies.