Research On Marketing Strategy Of MC Project Of XY Real Estate Company

Real estate has always been the focus of people’s attention.The housing problem is the primary prerequisite for the family members to live and work in peace.It is closely related to the daily life of each family.Studying real estate marketing has important implications for analyzing real estate industry development and real estate purchases and consumption.Under the current "new normal" in which China’s economy has changed from high-speed growth to low-and medium-speed growth,it has also had a profound impact on the real estate market situation.The supply-side structural reform proposed by the 19 th National Congress has a serious "three-remove-one & for-one-up" adjustment strategy.It affects the profit growth model and development trend of real estate enterprises.The analysis of real estate marketing strategy is very important for the analysis of whether the real estate market has a turning point under the new normal.This paper takes the marketing strategy of MC project of XY Real Estate Company as the research object,and systematically analyzes the application of marketing theory in real estate enterprise marketing practice,in order to enable enterprises to improve profitability,improve marketing strategy,reduce marketing expenses,and standardize marketing process.Expand marketing channels and enhance the competitiveness of enterprises in the market.Firstly,this paper discusses the research background and significance of the article,and summarizes the development status of marketing theory and real estate marketing theory at home and abroad.Secondly,according to the marketing status and existing marketing problems of MC project,the internal and external environment of MC project is analyzed in depth,and the opportunities and threats,strengths and weaknesses of the project are summarized by SWOT analysis method.Thirdly,based on the analysis of MC project environment,the market positioning of MC project is carried out,and the STP strategy and 4P marketing strategy of the project are formulated.Considering the environmental impact of market restriction and purchasing restriction,four breakthrough strategies are formulated according to the slowdown of the sales speed of peripheral competitors,the large volume and frequency of the overall promotion of peripheral competitors and the fierce regional competition of MC real estate project in 2018,namely,controlling sales savings,reducing investment barriers,promoting the flow of visitors and boosting purchase confidence.At the same time,we should carry out the delivery commitment,dig deep into the selling points of MC Branch of Henan Experimental School,adopt distribution channels and low down payment strategies,and use new media channels to publicize and promote marketing activities.I hope this study can help XY Real Estate Co.,Ltd.MC project sales strategy formulation and implementation.