Research On Real Estate Project Marketing Strategy Based On 4C Theory

With the continuous progress of urbanization,real estate companies usher in the peak of development,but at the same time,people's living standards are also improving,and the demand for housing is also increasing.In this way,real estate companies need to timely change the marketing concept around the needs of customers.Full marketing is an important way to ensure that customers can enjoy high-quality marketing services at all times.Since the "330"policy of Guangzhou was issued in 2017,the competition in the real estate industry has become more and more fierce.How to realize the rapid de listing of housing resources in a short period of time,and how to exchange more funds for real estate enterprises has become an urgent issue for every real estate developer to consider,so as to ensure that the real estate project can achieve the expected benefits.This paper will take the H project located in the CBD area of Lingshan island in the Pearl Bay area of Nansha free trade zone as an example.The main research goal is to analyze how to guide the project with the traditional 4C theory,combining the particularity of the project itself,and combining with the project self Summarize the particularity of the body.Through PEST analysis and analysis of the project's details,surrounding environment,supporting services and marketing status,it is found that there are five related problems in H Project:the region is not mature,the supporting services are not perfect;the impact of commercial market policy adjustment on project sales;the developer's first trading,the development is difficult;the sales team is unable to meet the needs and the means of publicity and promotion are thin.Real estate enterprises need to adjust the real estate marketing mix in time.They can achieve the goal of whole marketing by introducing 4C integrated marketing theory,so as to improve the core competitiveness of real estate enterprises.In addition,from the perspective of consumers,with the continuous development of the real estate market and the baptism of modern information,consumers will comprehensively consider various factors in the purchase of houses.Passionate purchase is no longer a consumption theme,and the real estate marketing model needs to be reformed along with it,so as to grasp the purchase demand of consumers and provide them with satisfactory purchase marketing services.Therefore,real estate enterprises need to establish new marketing management strategies.4C theory can provide new innovative elements for real estate marketing mix,which is the key factor for real estate enterprises to win in the market competition.Based on this,this paper will analyze the actual situation of H project,hoping to explore the experience summary with project characteristics and guiding significance.Including:fully tap the brand and product value;optimize online and offline promotion channels and means;improve service awareness,build a star team;pay attention to customer reputation,maintain owner relationship and other means to form an efficient 4C marketing strategy to provide experience reference for the real estate industry.