Research On Marketing Strategy Of Wuhu Rongchuang Fengdan One Project

With the rapid development of China’s national economy,it has greatly promoted the rapid development of China’s real estate industry.At the same time,it has also caused the abnormal growth of housing prices and the high vacancy rate of buildings.Under this background,how to formulate a reasonable marketing strategy in the face of complex,changeable and competitive external environment is the key to the long-term sustainable development of real estate enterprises.In this paper,the specific project of Wuhu Rongchuang Real Estate Development Co.,Ltd.is taken as the research object.The marketing environment of Wuhu Rongchuang Fengdan one project includes project overview,macro-policy environment,economic environment,social environment,and comparative analysis.The market environment,competitors and other aspects are analyzed.The problems in the process of project marketing include unreasonable product area,lack of added value of project products,price deviation of project products,single channel of project marketing,and traditional way of project promotion.In view of these problems,this paper studies the market segmentation and customer groups of the project and puts forward reasonable market selection,and redesigns the project from the relevant aspects of marketing strategy,including product mix,product value promotion scheme,product price pricing system,construction and management of marketing channels,and network.The development of new channels,advertising promotion,personnel promotion,interactive promotion between new media promotion and owners,public relations and product promotion will be promoted,and the implementation of marketing strategies to strengthen the construction of marketing team,improve project marketing system and management system,and control marketing budget are put forward.This paper redesigns the marketing strategy of Wuhu Rongchuang Fengdan one project,and also provides reference for other real estate project marketing strategies.Therefore,this study has certain practical significance.