Research On Marketing Strategy Of TY Real Estate Company LJ Project

China's real estate industry has gradually become a pillar industry of the national economy in the development of decades.It not only promotes the development of many other industries and stimulates domestic demand,but also plays a vital role in the process of urbanization.Compared with the first and second-tier cities,the third and fourth-tier cities still have more abundant land resources,and the supply level has more advantages.At the same time,the third and fourth-tier cities have relatively small inflow of population,most of the resident population is local household registration and most have more than one set of fixed housing,and per capita income is limited by the level of urban development,so the demand for housing and the number of housing purchases are far lower than the first and second-tier cities.Comparing the existing quantity and demand of real estate commodities in the third and fourth-tier cities,it is obvious that the supply exceeds the demand.High inventory means the occupation of large amounts of funds,resulting in the lag of capital recovery,affecting the development prospects of the industry.At the same time,local finance is also affected by the slow flow of capital in the real estate industry,and the downward pressure on the economy is increasing.Under the dual pressure of market environment and industry competition,the third and fourth-tier City real estate companies must do a good job of marketing on the basis of improving the quality of goods and services in order to seek survival and development.In the past decade,the real estate enterprises in the first and second tier cities have paid more and more attention to the research and application of marketing,which has achieved good results.The enterprises in the third and fourth tier cities are gradually catching up with each other and striving for the competitiveness of the industry through strategic transformation.This paper takes the LJ project of TY Real Estate Company in Changle County,Weifang,Shandong Province as an example to study how the real estate enterprises in the third and fourth tier cities should formulate marketing strategies.To choose the marketing strategy suitable for real estate projects,we first need mature theory as the basis.This paper refers to the classical marketing theories in many domestic and foreign literatures and understands the application and development of relevant theories in the real estate industry.It summarizes the contents of STP,4Ps,4Cs and 4R theories,the concepts of 4V combination marketing,experiential marketing,network marketing and the particularities of real estate commodities and marketing in China,and lays a foundation for the study.Through the understanding of the development of TY company and LJ project status,we find out that there are some problems in its marketing,such as high pressure to remove inventory,lack of obvious competitive advantage and so on.In view of the existing problems,the marketing environment of the project is analyzed from the outside to the inside.First,the PEST model is used to analyze the macro-environment,then the industry market and competitors of the medium-environment are analyzed.Finally,the micro-environment which directly affects the marketing effect,namely the enterprise capacity and project resources,is analyzed.Through the SWOT situation analysis,summarize the advantages and opportunities of the project and choose the most suitable development plan for the enterprise.STP is used to classify consumers according to needs and select the target market so as to determine the location of the project.Taking 4P elements as the main basis for marketing strategy formulation,and integrating consumer demand marketing,differential marketing,experiential marketing and network marketing flexibly,corresponding marketing strategy combinations are adopted at different stages of marketing,and some new marketing methods are put forward and some activities are constructed according to the project situation.In order to achieve the good implementation of marketing strategy,the safeguard measures including management system,team building,optimizing assessment and corporate culture are formulated.Then summarize the marketing strategy and look forward to the future development.