Research On Optimization Of Marketing Strategy Of HE Real Estate Group Qingdao Company

Since the housing distribution monetization reform in 1998,the real estate market has developed rapidly,with the national real estate sales reaching 13.37 trillion yuan in 2017,accounting for 16.3% of GDP.Commercial housing has entered the market consumption flood as a bulk consumer goods,commercial housing can not only be used for living,but also can be used as an investment tool.In 2017,the government insisted that "houses are used for living,not for speculation",tightened credit policy regulation,local purchase restriction policy and housing purchase policy kept changing,all of which affected the development of the industry,and also affected the development destiny of every real estate enterprise.2017 national commercial housing sales area,amount of growth since the start of the month by month dropped significantly affect home buyers purchase confidence,land acquisition area,has maintained a steady growth trend,developers to heat the land market,the real estate market will continue to appear big enterprise merger and acquisition of small business development,the brand will particularly fierce competition between enterprise development.The correct formulation and continuous optimization of marketing strategy are the important factors that determine the sustainable and healthy development of an enterprise in the fierce market.To ensure that HE sustained and healthy development of real estate group company of Qingdao,reduce the disadvantage to avoid threats,this paper successively by using SWOT analysis theory,STP strategy theory,theory of 4P marketing strategy,providing theoretical basis for the optimization of marketing strategy,respectively,using the method of literature research,case method,on-the-spot investigation,comparative analysis method to analyze the Qingdao company,through to the internal and external situation investigation,the advantages and disadvantages of using the theory of SWOT,the company and a chance to threat.At the same time,STP strategic market segmentation is utilized to lock the target market to achieve the positioning,and 4P strategy is formulated,including product strategy,price strategy,channel strategy and promotion strategy.Finally,relevant guarantee mechanism of marketing strategy is formulated,which provides a strong guarantee for the long-term and steady development of Qingdao company.