The Research On Marketing Strategy Improvement Of Excellent Real Estate Company MeiXi Lake Project

In recent years,China's real estate industry has developed unprecedentedly.It has made great contributions to the development of China's economy,the improvement of urban infrastructure and the improvement of the quality of life of the residents.The performance of large-scale housing enterprises is growing rapidly.The sales performance of Evergrande Real Estate Group,Vanke and other enterprises has passed through hundreds of billions of enterprises,and the gap with small and medium-sized Housing enterprises is very large.Small and medium-sized Housing enterprises are forced to carry on the marketing change to win new market development opportunities.This paper,through the case of the Meixi Lake project of Changsha Excellence real estate company,connects the theory with the practice,through the specific cases to understand and analyze the characteristics and laws of the formulation and implementation of the real estate marketing strategy,and try to make some useful discussion on the marketing strategy improvement of the small and medium real estate brand enterprises.Based on the theory of real estate marketing,this paper sums up the complexity of the real estate market and the progress of theoretical research on real estate marketing by domestic and foreign scholars.The marketing 4P theory is used as a tool to deeply analyze the marketing problems of Meixi Lake project of Changsha Excellence real estate company.The case first makes clear that the Excellence real estate company is not thorough in the market segmentation of the Meixi Lake plate.It is not careful enough to understand the competitors,there is a problem of market positioning and the choice of the market target customer group is not clear enough.Secondly,we need to improve the product mix strategy of the project,and not fully utilize the advantages and disadvantages of the product.The second is to rely solely on market pricing rules to make sales passive.Finally,the channel construction is more traditional,and the new channels are not fully utilized for communication and promotion.Through SWOT analysis,this paper tries to find out the breakthrough,and puts forward the countermeasures to improve the pertinence of the above problems,and to ensure that the marketing strategy can be effectively implemented and implemented through the measures of organization,economy,culture and system guarantee.We hope to solve the problem of market competitiveness of small and medium-sized Housing enterprises through innovative marketing strategy and a complete set of marketing strategy system.