Research On Marketing Strategy Of HZ Mansion Apartment Project

In this paper,the use of literature,PEST analysis,SWOT analysis and other methods to study the marketing management mode of the HZ mansion apartment project of yuan 'an international financial center,which is invested by YuanAn group and sold on behalf of JiShang real estate on Hanzhong Road of Nanjing Xinjiecou business circle.Nanjing real estate housing market policy tightening,purchase demand to commercial office and apartment market,resulting in many developer's apartment project marketing initial positioning too optimistic after 2016.Apartment market oversupply to the downward trend of the market when the bottleneck of unsalable in 2017.The main purpose of this study is to design more scientific and effective marketing strategies for HZ residence project,and to solve various marketing problems faced by HZ residence in the gradually cooling market environment.At the same time,the author tries to put forward specific marketing strategies to provide more positive enlightenment for the marketing strategies of apartments in other areas of Nanjing,This paper is mainly divided into the following core components:In the first part,the introduction introduces the research background,research significance,research methods,research status and research framework at home and abroad in detail.In the second part,the theoretical review through the relevant literature,articles and books,and combined with the experience in the work of real estate marketing connotation and interpretation of the real estate marketing strategy theory SWOT method theory STP method theory description and interpretation.The third part:introduce the general situation of the development company and the investment company.The fourth part:the analysis of Nanjing apartment market,the analysis of the real estate related policies in recent years,and the interpretation of the policies of serviced apartment.The fifth part:the HZ residence STP marketing strategy by using SWOT analysis direction to develop.The sixth part:according to the fifth part through the STP analysis HZ residence product positioning strategy,image through product differentiation strategy sales service pricing strategy and differential marketing strategy implementation suggestion and so on aspects to elaborate.Part seven:conclusion and prospect.