Study On Marketing Strategy Of Rural Property Transaction Service Of The Beibu Gulf Equity Exchange Group

The Beibu Gulf Equity Exchange Group was established in 2009.Since 2012,it has explored the rural property rights trading service business.It has participated in the construction of the rural property rights trading center in Tiandong County in Baise,Yulin City,Tianyang County in Baise and Qiantang District in Guigang,among which "Yulin"and "Tiandong" model has become a benchmark for the construction of domestic rural property rights trading market,and has accumulated valuable experience in rural property rights trading and platform construction.However,there are still problems such as weak awareness of farmers' entry transactions,disorderly construction of local platforms,and inadequate social services.This paper adopts a combination of theoretical research and practical research to study the internal and external situation of the rural property rights transaction service of the The Beibu Gulf Equity Exchange Group,and proposes a marketing-strategy optimized plan.Firstly,it analyzes the internal and external environment of the rural property rights trading service of the The Beibu Gulf Equity Exchange Group,and finds out the advantages and disadvantages,opportunities and challenges.After that,the PEST model is used to analyze the macro environment.And then SO strategies were made based on the resources and capabilities the enterprise has,and using the Porter Five Force model and the SWOT model.Afterwards,combined with the characteristics of the industry and the characteristics of the enterprise,I have researched the rural property rights transaction service business of the The Beibu Gulf Equity Exchange Group,and proposed the marketing strategy of the rural property rights trading service.After market segmentation,market selection and market positioning,combined with the existing business situation,according to the 7P marketing model,the product plan of "a set of transaction information system,a set of transaction process system rules,a comprehensive socialized service" and "1+N" channel construction model,and designed the price,promotion,personnel,process,environment and other aspects,the safeguard measures are put forward in terms of organization,manpower and funding,the implementation risks are identified and the countermeasures are put forward.I hope this article can provide reference for the development of rural property rights trading services for property rights trading institutions.