Study On Marketing Strategy Of PW Residential Project Of Dalian P Inc

Real estate is a national pillar industry.The rapid development of the real estate industry has contributed greatly to the national economy and played an important role in promoting the urbanization process.At present,China's economy has entered a new normal status,and the rapid development of real estate has become slower.In the context of implementing the state's deepening supply-side reforms and resolving real estate inventories,how to increasing the sales has become an important issue for real estate companies.Real estate marketing is the result of the development of real estate market economy.In the context of increasingly fierce competition in the real estate industry,real estate marketing strategy is an important topic in recent years,and the real estate companies are paying more and more attention to the marketing strategy.Only by continuously exploring new marketing methods and gradually revising the real estate marketing strategy can make companies adapt to the rapid development of the real estate market and the changing demands of consumers.The real estate market of Dalian has maintained a steady development.The current regulation policies from the central and Dalian local government for real estate have made a significant destocking of estate in Dalian.As Dalian's real estate market shifts to a demand-driven stage,the level of marketization continues to deepen,and consumers' purchases become more rational.Dalian real estate enterprises still face difficulties in inventory backlog,slow project decommissioning,high debt ratio and high sales pressure.Under the new situation,Dalian's real estate enterprises are facing new challenges.Using previous marketing strategies may allow enterprises to maintain a temporary competitive advantage,but in the context of new policies and economic environment,if they want to seize the opportunities in the future competitive market.Firstly,we must develop a new marketing strategy,and constantly innovate the marketing concepts to adapt to the new market environment.Therefore,this article intends to select a residential project in Dalian,and draw on the advanced marketing theory and literature research at domestic and abroad to conduct a special study on the marketing strategy of the project.First of all,this paper conducts an in-depth analysis of the marketing environment of the project,and draws the trend of the macroeconomic policy environment,the advantages and disadvantages of comparison with competitors,the internal advantages of the project and the main problems in marketing,and using SWOT analysis tools,The project's internal strengths and weaknesses and external opportunities and threats use system analysis to match and analyze various factors to provide relevant conclusions and decision-making information for the improvement of marketing strategies.Then,based on the detailed description of the economic development,geographical location,population behaviors and cultural traditions of the Dalian area,based on the STP theory,find an accurate target market positioning for the project and help the project to find differences.The selling point,avoiding convergence with competitors;Finally,based on the 7P marketing mix theory,propose a more detailed marketing mix improvement strategy for the project to help the project get rid of the current marketing dilemmas and problems.The conclusions drawn from this paper are:in-depth analysis of macroeconomic policies,competitors and other marketing environmental factors is the basis for the success of marketing strategies;clear target market positioning,finding the selling point of product differentiation is the science of successful marketing portfolio strategy Guidance and basis;the comprehensive,specific and scientific application of the 7P marketing mix is a specific guarantee for the marketing of real estate projects.It is hoped that the strategies,measures and suggestions for improvement proposed by this article can serve as a reference for the government,real estate developers and homebuyers,and will provide some reference for real estate companies and buyers,which could approach to a win-win situation.On the basis of advanced theoretical research and literature research at home and abroad,we actively seek for improvement strategies for the problems in the project battalion strategy,and then extract some practical exploration experiences that can be based on theoretical research and theoretical research results.It tends to be reasonable and practical.