Research On The Marketing Promotion Strategy Of ST Real Estate Company's TG Residence Project

At present,Chinese real estate industry is facing fierce competition.A number of problems have greatly tested the real estate companies,such as numerous brands,increasing pressure of financing channels,soaring land prices and rising sales costs.Under the pressure,large-scale real estate companies can manage to remain profitable,while small and medium ones are still in the predicament.Therefore,how to realize the rapid sale of commodity houses and recoup funds in a short time by means of low-cost promotion became a major issue for small and medium real estate companies to consider.Since the beginning of the 21 st century,new media,characterized by interaction and immediacy,mass and sharing,multimedia and hypertext,individuation and community,has become an emerging product of global information technology transformation.It has penetrated into every aspect of people's daily life and gradually changed people's way of thinking and living.The growth of new media has subverted the traditional marketing mode in real estate industry,so the integration of traditional media and new media will be the trend of future marketing.Under the background,this article based on the basic theory of marketing,combined with case studies,after reviewing and analyzing the promotion strategy of TG project,points out the disadvantages of the project in marketing promotion and redesigns its marketing strategy.It is hoped that the conclusions will be of theoretical and practical value for other similar real estate enterprises to promote.There are six chapters.The first chapter introduces the research background,research significance,research purposes and methods,and the theoretical basis.The second chapter mainly discusses the relevant theory of real estate marketing,and describes Chinese real estate industry's characteristics and developing process.Meanwhile,it draws the application of traditional media and new media in the real estate industry,and analyzes their advantages and disadvantages.The third chapter is mainly about the research object,particular promotion courses of TG project,summarizing the problems and disadvantage of the promotion,points out that TG project must adapt to the changes brought by new media age.The fourth chapter analyzes the successful cases of marketing promotion in Nanchang.The fifth chapter,combined with the macroeconomic environment,TG project's own conditions and experiences of successful cases,summarizes the marketing promotion strategies and specific marketing promotion actions suitable for TG project.The sixth chapter summarizes the conclusions and prospects of this article,and predicts the trend of real estate marketing promotion in the future.