Research On Marketing Strategy Of XH Project Of BGY Group

In recent y ears,with the continuo us adjustment of the n ational real estate industry environment and national policies,th e real estate market is facing more and more severe challenges,and the com petition among real estate enterprises is becoming increasingly fierce.T aking the XH project of BGY group(the west lake project of zhengzhou country garden group,the full text is the sam e)as an example,this paper conducts an in-d epth study on the m arketing strategy of the project,providing a theoretical basis for the tim ely optimization of the m arketing strategy of the project.The BGY group XH project covers an area of 8 square kilom eters and is expected to be developed from September 2018 to Septem ber 2021.The project has convenient transportation,high land value,complete supporting facilities of shopping,medical,financial,school and oth er institutions,high sup porting value,and lar ge appreciation space compared with other s uburban real estate.Howev er,due to the change of its m arketing environment,the current product strategy,price strategy,channel strategy and promotion strategy of XH project have some problems,such as the product design is not in line with m arket demand,the price system is not perfect,the marketing channel is too single,and th e promotion strategy is lack of innovation.The main reasons are as follows: first,there is a lack of in-depth res earch on target positioning,and the demand of target customers is not accurately grasped;Second,the company system mechanism is rigid,lack s the flexibility;Third,the marketing organization lacks the innovation consciousne ss;Fourth,in the m arketing,lacks the flexible marketing strategy;Fif th,the marketing mix strategy has not form ed the effective integration strength.Therefore,in order to further optim ize the marketing strategy of XH project,this paper tim ely adjusted and improved the product design according to the needs of tar get customers,formulated a dynam ic price system,adopted multi-channel strategy,innovated prom otion methods and im plemented marketing mix strategy.And through the es tablishment of human resources system,capital management system,system process system,organizational structure system and other strategies to ensure that the pr oject marketing strategy to be ef fectively improved.Comprehensive analyzing BGY XH group marketing environment of the project,reveals the XH BGY group project in the current problems and reasons existing in the marketing strategy,and puts forwa rd the countermeasures of improving marketing strategy and implementation of security,to achieve the marketing target of the XH project has important guiding significance,also on the domestic real estate enterprises to optimize the marketing strategy has a certain reference significance.