The Study On Marketing Strategy Of Xintiandi Real Estate Company's M Project

Under the new normal economic conditions,the downward development trend of China's real estate economy is taking shape.In the first half of 2018,the interest rate of mortgage loans was on the rise,and the bank collection cycle was also lengthened.However,the volume of transactions in Hainan's real estate market was relatively stable,and the pressure on housing enterprises was not large.Large-scale housing enterprises mainly promote sales through price reduction to fiuriher provide market share.The purpose of this study is to analyze the external competitive environment and internal resource capabilities of Xintiandi Real Estate Company M project under the new econorrue normal conditions by using PEST analysis,SWOT analysis and five-force analysis.Competition Environment Develop a marketing strategy for the Xintiandi Real Estate Company M project to promote the steady and rapid development of Xintiandi Real Estate Company.Based on the marketing theory and combining with the marketing practice of Xintiandi Real Estate Company M project,this paper analyzes the existing problems in marketing at present through the questionnaire survey of 60 marketing personnel of the company,and points out that the marketing problems of Xintiandi Real Estate Company M project are mainly manifested in the lack of market positioning.Research,false advertising and neglect of network marketing ehannel eonstruction.Based on the 4P portfolio strategy,the project product,price,channel and promotion portfolio strategy are formulated.Promote the competitiveness of products through building and property management;separate the price strategies formulated in the four stages of pre-opening,opening,duration and closing;adopt direct marketing and network marketing channel strategies to improve sales efficiency;use media promotion,personnel promotion and other promotions to stimulate consumers Psychological needs,ultimately promote the realization of sales.And from the organizational structure,human resources,project system,corporate culture and other aspects to develop appropriate safeguards.The research results of this paper have theoretical and practical significance for improving the marketing level and market competitiveness of M project,speeding up the sales process,and also have valuable reference significance for similar projects in the same industry.