Research On Marketing Strategy Optimization Of East Guangzhou GHZX Phase ? Project

With the relative decline of the international and domestic economic environment,and under the background that the national regulatory policy continues to be strict,China's real estate industry has also entered its own adjustment stage.The market demand is slowing down,real estate enterprises are facing a more severe market environment,with increasingly fierce competition.The formulation and selection of marketing strategies are the key factors for enterprises to gain competitive advantage.Guangzhou East GHZX phase II project is located in Huangpu District,Guangzhou,and is located in the core area of Huangpu port economic zone.It belongs to the commercial service real estate project.The project is affected by the surrounding natural environment and transformation,coupled with fierce competition among peers in the region and other factors,so the sales situation is not optimistic.With the tightening of the state's control over real estate and the fact that the project takes apartments and office buildings as its main products,although it avoids the housing purchase restriction policy of Guangzhou,there are disadvantages such as no degree,tradable time limit and high tax point,resulting in strong wait-and-see mood of consumers,sluggish market transactions,low customer visits and low removal rate,which have become the marketing problems at this stage of the project.This paper takes Guangzhou GHZX phase II project as the research object,uses the relevant theories learned,and uses the methods of literature,qualitative,quantitative and similar project analogy to analyze and demonstrate the key factors of the project,such as the macro location environment,market demand and subdivision,product positioning,marketing difficulties encountered at this stage,and accurately selects the market demand and subdivision market Target customer groups,accurately position the project products,select favorable opportunities and carry out project promotion according to the reasonable product proportion;according to the unsalable status of the project products,effective communication channels and sales channels are required,and corresponding marketing strategies are proposed;according to the selection and research of marketing strategies,through qualitative and quantitative analysis,practical strategies are proposed,including the products in the project,channel,price and promotion promotion promotion optimization strategy,and establish corresponding safeguard measures,effectively improve the project's ability to go,provide practical decision-making basis for the future marketing management of the project.Through this study,it is concluded that the marketing strategy of the commercial service real estate project needs to take the customer demand as the key entry point,and the channel strategy and promotion strategy need to be considered comprehensively when choosing the 4P marketing strategy to achieve complementarity;the intellectualization of the commercial service real estate project and the provision of value-added services provide a strong guarantee for building the brand effect,At the same time,it introduces and enriches the experiential marketing concept according to the actual situation,which provides innovative direction and ideas for the marketing strategy formulation of commercial service real estate projects.