Research On Marketing Strategy Of Lion Peak Mansion

As a traditional pillar industry in China,the real estate industry influences the economic development of the whole country and relates to people's living standard.In recent years,due to the change of the real estate market main body,real estate developers have sprung up and rapid development,the number of developers increase severely impact the already fierce competition in the real estate market,the industry competition is more and more complex diversification,the enterprise to improve marketing competition in the market,we must dare to innovation,improve the ability of marketing management.At present,the marketing discipline is gradually mature,and more scholars have gradually realized the importance of marketing management in the development of the industry.Some innovative real estate developers have combined marketing discipline with practice and created many successful marketing cases.But at the same time,we should also see that due to the immature real estate marketing theory and weak practice foundation,there are still many problems in the real estate marketing management.Therefore,the research on real estate marketing management is of practical significance to solve the current marketing problems and improve the marketing competitiveness of enterprises.Reference is presented in this paper,on the basis of domestic and foreign research present situation,take the market marketing related theory as the instruction,writing a paper,taking the lion peak real estate development co.,LTD.,as the research object,with the lion peak mansion project marketing strategy as the clue,the content includes five parts: the first part is the introduction,described in this paper,the research purpose and significance,summarized research results,summarizes the research methods,for the following writing theory basis;The second part is the introduction of shifeng company and the basic situation of this case.It collects and sorts out the organizational structure,internal environment and operation management mode of shifeng company,and analyzes the sales situation of this case from two aspects of sales resources and marketing customers.In the third part,the marketing status and existing problems of shifeng mansion are analyzed.Based on the marketing STP and 7P theories,the problems in the project marketing of shifeng mansion are further drawn: backward marketing concepts,lack of innovation in marketing means and drawbacks in sales model.The fourth part is the analysis of the marketing environment of shifeng mansion.Combining with the current situation of project marketing,this part analyzes the environmental factors of this case from four aspects: macro environment,consumer demand,industry and competition,SWOT.The fifth part is the marketing strategy optimization Suggestions of shifeng mansion.Through the analysis of the market environment,the author grasps the advantages and disadvantages of this case,focuses on the problems existing in the project marketing,and further elaborates the marketing countermeasures based on the marketing strategy theory and the marketing strategy 7P theory.