Research On Marketing Strategy Of Wuyue Washington Project In Changchun New City Wuyue Square

With the country actively promoting comprehensive reform and structural transformation policies,the real estate industry is facing various development problems.Under the background of supply-side reform,the real estate industry is facing the tests of market cooling,accelerated restructuring of enterprises,increased government macro-control and obvious trend of industry differentiation,and the competition among enterprises is intensifying.The real estate market environment has become more and more complicated with the in-depth reform of housing system and land use system.In the face of the current market situation and competitive pressure,combined with the actual development,a comprehensive analysis of the macro and micro environment of the real estate market,according to its own advantages and disadvantages,combined with the opportunities and threats it faces,makes a perfect and effective marketing strategy,which has become an inevitable choice for real estate enterprises.The Wuyue Plaza project is the first project in the northeast of the strategic layout of Seazen Holding Group,and Wuyue Huafu is the core residential project of the Wuyue Plaza project.Formulating a marketing strategy that is consistent with its actual situation can enable the project to take the lead in the market and win the initiative.This article takes the Wuyue Huafu project as the research object,focusing on the marketing strategy of the project.Take the combination of theory and practice,and refer to domestic and foreign research results and similar case analysis.Based on the theory of real estate marketing,the 4P marketing theory and PEST analysis method are used to formulate the marketing strategy and propose corresponding safeguard measures.Through the analysis of the marketing environment of Wuyuehua,combined with the advantages and disadvantages of the marketing and the threats of the project,the following conclusions are drawn on the formulation of the strategy and the safeguard measures.The product strategy is based on the third-grade housing between 85 and 140 square meters in line with the living habits and consumption needs of Changchun residents,while improving the intelligent design,landscape design and supporting services.The price strategy sets the sales price based on the competitor pricing method and proposes a corresponding price adjustment strategy.The channel strategy combines traditional channels with network channels.The promotion strategies make full use of advertising promotions,staffing,sales promotion and public relations promotion.The safeguard measures are mainly from the four aspects of establishing marketing planning concept,optimizing marketing organization structure,strengthening human resources protection and improving marketing process.