Study On Marketing Strategy Of AY Real Estate Group L Project

With the economic reform and opening up and the development of urbanization,real estate has become a pillar industry of China's national economy.In recent years,the growth rate of China's GDP has slowed down significantly and the central government affirmed“housing is for living in,not for speculation”?Trade disputes between China and the United States have been upgraded several times.The real estate market of China has cooled significantly after suffering multiple pressures.Although Huizhou is a city in Guangdong-Hong Kong-Marco Greater Bay Area,it's GDP and population cannot fully digest such a large number of commercial housing,and real estate sales of Huizhou are under great pressure.The right marketing strategy is very important for Huizhou real estate industry.This article combines theory and practice,using the literature research method,case analysis method,and market research method to study the marketing strategy of the AY Real Estate Group L project.Specifically,the use of STP theory and 4Ps strategies to describe the marketing status of L project.the use of PEST theory,Porter's five force model,competitor5 W framework,consumer market 7Os framework to analyze the external environment of L project.Analyze the internal environment of the L project from its resources and capabilities;using the SWOT matrix to analyze the advantages,disadvantages,opportunities,and threats of the L project.Then combine the project status and environmental analysis,and again using the STP theory and 4Ps strategies to evaluate its marketing effectiveness and the reasons for success.Finally,put forward marketing optimization suggestions for the project L.Project L is a large-scale and successful commercial real estate project in Huizhou in recent years.The thesis takes the marketing strategy of project L as the case study object.I think it can guide the sale of the remaining products of Project L and provide reference for other real estate projects.Therefore,this study has both practical and theoretical significance.