Research On Marketing Channel Optimization Of J Company FC Project

After more than ten years of vigorous development,China's real estate market has gradually matured.On the one hand the real estate development companies need to maintain high profits.On the other hand,based on the current situation of the real estate market in the city where FC project is located,considering the strategic development needs of J Company FC project comprehensively,the deep optimization of its marketing channels is of great importance and has considerable practical significance to the overall development of the project and the company.This paper mainly has five parts.The first part is the introduction,including the research contents,methods,ideas,structure and significance.The second part is an overview of the related theories and previous research results.The third part is the current situation and problems of the marketing channel strategy of FC project in J Real Company.The fourth part elaborates the effectiveness of FC project channel strategy implementation,the current problems and the reasons for the problems,including improving marketing channel strategy and plan implementation safeguards,subdividing the marketing channel,puting forward specific improvement suggestions.The fifth part is the conclusion of the paper.This paper affirms the effect of channel strategy of FC project in J Company in the past.However,its existing strategy can not achieve the expected goal.The problems of FC project marketing channel strategy are mainly manifested in the simplification of channel construction mode,the inadequate recognition and utilization of Internet channel and the lack of coordination and unity of channel internal management.The paper clarifies the basic principles of improving the design of marketing channel strategy of FC project,and puts forward strengthening the innovation of marketing channel,deepening channels,reconstructing the organizational structure of the company,realizing process optimization,improving training system,improving staff's working ability and promoting marketing channel strategy.Guarantee suggestion refers to the auxiliary activities that need to be carried out if the marketing channel strategy of FC project wants to play a full role,including giving full play to the role of incentive system in the channel,doing a good job of emergency plans in all aspects,and improving the systematic channel construction.