Research On The Marketing Strategy Of The Residential Project Of Yingkou Wanda Plaza

In recent years,by the impact of national policies and economic development,the real estate market competition has become increasingly fierce,and consumers have higher requirements for housing purchase.In this context,not only to real estate development has brought great pressure on the market,but also makes the premise of insisting on the quality of housing,how to do the marketing strategy of residential,has become one of the important work of the current real estate providers need to do.This paper selects Yingkou Wanda Plaza residential as the research object,with the related marketing theory as the research foundation,through the investigation and analysis of Yingkou area real estate operation environment,aiming at the Wanda Group in the Yingkou area of residential marketing work of the existing problems,put forward the 4Ps marketing strategy from product strategy,price strategy,channel strategy and the promotion strategy of four aspects,and accordingly develop the implementation of security plan.The research work and achievements of this paper include the following aspects:(1)On the basis of Yingkou Wanda Plaza residential period,two period as the research object,using the theory of PEST,and the need to solve the current situation faced on the two marketing problems were analyzed,pointed out that in the premise of the current purchase demand in Yingkou is not high,as the new into the area of the markets Wanda Plaza,Yingkou residential projects should make full use of their own resources and management advantages,further tap the market potential,quickly establish brand awareness and product reputation with high quality products and high quality service;(2)Analysis of 4 aspects of the application SWOT analysis of Yingkou Wanda Plaza residential two of the advantages and disadvantages,opportunities and threats,through the analysis of the results presented,in the face of market development and competition under the dual pressure of Yingkou Wanda Plaza,two civilian residential marketing should be based on the characteristics of customers different groups of buyers as a guide,considering many factors such as policy,economy,in the premise as far as possible to reduce the marketing risk,the price of similar products in the market as the guidance,to develop the market for pricing,and carry out corresponding marketing activities;(3)The use of STP theory to the Yingkou Wanda Plaza residential two market segments are the basis of market segmentation variables,the two target market positioning for the area,in the high-end customers,and further highlight the area of the elegant quality,use the project some advantages,unique design fusion of French style,outstanding the two phase of the comprehensive planning and construction of city scale;(4)By using 4Ps strategy,product selling,product mix and service portfolio design in product strategy,and based on cost estimates,by referring to the pricing area of similar products,developed two stage marketing price,and based on the current market and subsequent policy anticipation,design a price adjustment strategy.In addition,in order to ensure the smooth progress of the two phase of marketing work,we have also formulated corresponding channels and sales promotion strategies.The research content of this paper is based on the characteristics of the three line city real estate industry in China,and sums up the marketing strategy and strategy for the residential projects in small cities.Not only to provide guidance and technical support for the sale of residential projects in small and medium sized cities,but also to provide reference and reference for domestic real estate residential projects in the market.