Research On Optimization Of Marketing Strategy Of Y Real Estate Company

The real estate industry is one of the important pillar industries of our national economy.With the rapid development of the real estate market,its importance in the development of the national economy is also increasingly prominent.In the past ten years,the real estate market in China has experienced an explosive growth,and the competition within the industry is becoming more and more intense.At this stage,the growth rate of the real estate market is slowing down,and the government departments in various areas have issued corresponding policies for regulating the market and ensuring the healthy development of the real estate market.At the same time,the state put forward the supply side reform for the real estate industry.On the one hand,it requires that the development of real estate enterprises should be transformed from heavy capital investment to technological innovation and optimization.On the other hand,local governments are required to make reasonable structural adjustments to the current real estate market.Real estate enterprises face severe changes in the market environment.Y Real Estate Company as a small and medium-sized real estate enterprises,there is no advantage in the scale of the enterprise,can not rely on the enterprise scale and financial strength in the market competition advantage,in the face of changing market environment and the increasingly fierce competition in the market situation,Y Real Estate Company need to seek a breakthrough in marketing.At the present stage,the company's marketing strategy has been lagged behind due to its neglect of marketing,which has become one of the biggest obstacles to the sustainable development of the company.Based on the theory of marketing strategy combination,this paper analyzes the internal and external factors that influence Y Real Estate Company,finds out the problems in Y Real Estate Company marketing strategy,and analyzes the causes of the problems.Starting from the advantages and disadvantages of Y Real Estate Company,combined with the market demand,we have studied the marketing strategy optimization of Y Real Estate Company from the aspect of 4P marketing mix strategy by using the methods of theoretical research,investigation and analysis,case analysis and experience summarization.Combined with the state of their own enterprises,the competitive differentiation theory,customer relationship theory and value theory to the optimization process of the marketing strategy in the past,the article puts forward a series of Y Real Estate Company's characteristic of enterprise marketing strategy,through a series of optimization of marketing strategy,the core competitiveness of Y Real Estate Company Y,improve the Real Estate Company sales and brand reputation,increase the market share of Y Real Estate Company.To achieve the sustainable development of the Y Real Estate Company.