Research On Y Real Estate Project Marketing Strategy

Since the NPC and CPPCC proposed in 2017 that " houses should be used for housing,not for speculation",the state has issued a series of policies to control the excessive growth of house prices,while focusing on measures such as developing the rental housing market and the joint property rights housing pilot project to ensure the housing of low-income families.These measures has brought a new round of challenges to the real estate market,and the real estate marketing has entered a new stage.Firstly,this article expounds the background of the research,explains the significance,content and methods of the research,and analyses the current situation at home and abroad.Through the analysis of the market environment of Y real estate project,it starts from four aspects: advantage analysis,disadvantage analysis,opportunity analysis and threat analysis to deepen the readers' understanding of the current situation of real estate projects.In addition,if the real estate enterprise wants to control the risks to the minimum extent,it must be supplemented by active and effective real estate marketing strategies.This article focuses on the analysis of real estate marketing strategies from five aspects: market position,product strategy,price strategy,channel strategy and promotion strategy.Digging problems in the current situation,taking theory and practice as the arm,highlights the shortcomings in the process of real estate marketing.Through PEST analysis,competitive status analysis and SWOT analysis and other methods,according to the existing marketing situation,this article analyzes the problems such as unclear product positioning,more traditional price setting,insufficient innovation ability of channels and promotion strategies,etc.In view of these shortcomings,this article discusses how to use scientific marketing theory to solve practical problems and how to use some new marketing methods to strengthen the marketing effect under the new situation,so as to achieve the goal of income generation for enterprises.The current competition is no longer the competition of a single product,nor the competition of product quality and after-sales service,it must contain competition of a comprehensive level of product input-output links.The real estate market has changed from seller's market to buyer's market and from seller's leading to buyer's market.This is the competition of product quality and the inevitable result of market competition.Therefore,real estate enterprises should not only build high-quality real estate projects,create a good corporate image,formulate excellent sales strategies,open up a variety of sales channels,but also develop a sound security system.This article hopes to improve the company's core competitiveness in the industry through the research on the marketing strategy of Project Y,promote the sustainable and healthy development of the enterprise itself,lay a good foundation for the development of the enterprise in Nanchang,and have reference significance for other enterprises.