Research On The Marketing Strategy Of Real Estate Projects In YH Community In Heze City

The real estate industry plays an important role in the economic development of our country.It can promote the development of many industries.After continuous development,China's real estate development enterprises in the project operation,management,marketing and other aspects have formed a relatively complete system,but there is still room for improvement,especially the marketing strategy of real estate projects.At present,China's economic growth downward pressure on the new normal,real estate development enterprises in order to obtain more stable and sustainable development,you can start from the real estate project marketing.Based on this research,this paper first introduces the background,significance,methods and main contents of this study.Then it summarizes the basic theory of marketing,including 4P theory,4C theory,SWOT analysis,PEST model and Potter five force model,and discusses the concept and characteristics of the real estate market,as well as the connotation,characteristics and basic content of real estate marketing.On this basis,the marketing analysis of YH residential real estate project is carried out,and the PEST model is used to study the macro external environment of its marketing in four aspects of economy,politics,society and technology.By using the Potter five force model,the capabilities of the existing competitors,potential entrants,substitutes,and suppliers' bargaining power and the ability to bargain with the suppliers are also discussed.The ability of the buyer's bargaining is five levels to study the competitive environment which it faces.In the three levels of human resources,finance and development,the internal environment of its marketing is studied,and the SWOT analysis is carried out to lay a good foundation for the formulation of marketing strategy.Finally,using the results of the above discussion and analysis,we will formulate the marketing strategy of YH residential real estate project.The first is to clarify the principle of market and consumer demand research and marketing strategy in advance;two is to clear the target market through market segmentation,target customer determination and market positioning;three is to make a perfect marketing strategy from four aspects of product strategy,price strategy,channel strategy and promotion strategy;four is put forward camp.Marketing strategy to implement personnel protection,organization guarantee,promotion guarantee and financial security measures.