Research On The Marketing Strategy Of XCWY Urban Complex In Shengzhou

In the development of real estate,the urban complex is a variety of property types,including commercial,office,hotel and residential.Although the urban core area is usually the most developed area of commerce,the rise of urban complex is not dominated by the urban core area,which tends to be relatively remote or in the suburban junction.The residential property in the complex can realize convenient home,shopping,business and leisure because of the perfect business,so there are many bright spots in the marketing.However,as the most important factor that has been highlighted in the development of real estate,the location,which is located in the non-traditional business core area,often makes marketing more difficult for the majority of the complex.This article mainly in shengzhou XCWY city synthesis for case study,using the research methods of combining theory and practice of shengzhou city XCWY complex marketing environment and market positioning analysis,on the basis of the analysis,proposed XCWY urban complex marketing mix strategy,from the Angle of the marketing target to develop product strategy,price strategy,channel strategy and promotion strategy,and from the sales team construction square face XCWY urban complex marketing implementation safeguard measures were analyzed,and finally to summarize the whole project implementation and improvement Suggestions are put forward.In the study of this paper can draw the following conclusions:(1)the main city one of the key points in complex project marketing is the demand analysis of the potential customers,only in this way can maximize meet customer demand,to better adapt to the product into the market when the market inside and outside environment.XCWY's customers and statistics show that the customer's attendance rate is low due to the lack of demand analysis.(2)precise marketing positioning and clear differentiation of customer groups are key to driving the process of urban complex.From the perspective of XCWY project of shengzhou city,the customer base is relatively small,mainly implementing online newspapers and brands in the construction of project image,while the offline circle activities are always through the project.Therefore,it is particularly critical to carry out targeted and accurate marketing in small scale.This paper also has a good response to the marketing promotion plan of XCWY complex project.To sum up,with the development of technology,the progress of the era and the change of people's consumption concept,the combination of real estate marketing strategy should change accordingly.