Research On Marketing Strategy Of Evergrande "Royal Bay" Project

With the rapid economic development and people's income level,China's real estate industry has been rapid development.The real estate industry to promote economic radiation effect is also more and more obvious,has become China's economic development pillar industries.But with the last two years of decline in national economic growth,the real estate market tends to saturation,leading to the real estate industry has entered a stage of low-speed development.Facing the sluggish market demand,the real estate competition between the more intense,forcing the real estate based on the quality of real estate construction at the same time,the company's marketing strategy to enhance the company's development strategy up,from the past product-oriented marketing,Customer orientation.From the customer's point of view,think about the needs and feelings of the consumer groups,thereby building the real needs of consumers and favorite houses,and provide consumers want the service to meet their sense of being respected.Also requires the real estate industry from a simple sales,marketing and other traditional means of marketing into a more comprehensive and systematic marketing strategy.In this paper,under the background of the rapid development of real estate industry and entering the new stage of low-speed development,this paper takes Hengda "Royal Bay" project as the research object,and analyzes the PEST method from the political,economic,SWOT matrix is used to analyze the advantages,disadvantages,opportunities and threats of " YuJingWan " project in four aspects,such as social environment,technical environment and so on,and the external marketing environment of YuJingWan project is analyzed in detail.This paper analyzes the characteristics of the project and analyzes the target market of the"YuJingWan " project through the STP analysis method.Finally,combining the characteristics and current situation of "YuJingwan" of Evergrande project company,by using "4P" theory,Price,product,channel,promotion and so on to construct a set of scientific basis,detailed and complete marketing strategy plan,and make use of the development of marketing strategy marketing method implementation.It is hoped that the writing of this paper will provide some meaningful suggestions to the real estate group of "YuJingwan" of Evergrande Real Estate Group and other real estate projects in the same industry under the pressure of survival and development.