Research On Marketing Strategy Of Xiangyu Real Estate Company

With the continuous progress of the times,with the rapid and rapid economic development in recent years,the real estate industry has occupied a large part of China's national economy and has become one of the important industries supporting the national economy.Accompanied by the substantial increase in the people's spending power,the self-consciousness of consumers has gradually increased,and the real estate market has gradually changed from the previous seller's market to the buyer's market.In recent years,in order to improve the status quo of real estate and further promote its healthy development,the government has formulated a macro-control policy,coupled with the accumulation of many years of sales,and the relative high value of real estate products and the fact that they are not easily replaced.In an ever-changing environment,real estate marketing has become even more important in the context of fierce and increasingly fierce market competition.This article takes Xiangyu Real Estate Company as the research object,analyzes the background and status of the company's marketing strategy based on the actual situation of the company,and excavates and analyzes the marketing concepts behind the company's specific implementation process in the formulation of marketing strategies and strategies.,inadequate market research,and lack of quality personnel.Then he studied the marketing strategy of Xiangyu Real Estate Company,analyzed its political,economic,social and technological environment,and take SWOT analyzed to the company,based on STP,4P,4C theory to subdivide the market,select the target market,find Quasi-market positioning,the sales price,channel construction,promotion methods,after-sales service four indicators as a starting point to put forward specific marketing strategies.Finally,in order to ensure that the marketing strategy can be implemented,safeguard measures are proposed,including establishing a sound management system,improving the marketing system,and strengthening the construction of the marketing team.Through the research of the thesis,it provides necessary decision support for the marketing activities of Xiangyu Real Estate Company,promotes the rapid development of the enterprise,enhances the competitiveness of the enterprise,and can also provide reference forother real estate companies to formulate marketing strategies.