Research On Marketing Strategy Of JBY Real Estate Development Project Of DJ Industrial Group

The real estate industry is an important part of the national economy and occupies an important position and role in the national economy of a country and region.Since the introduction of the "invitation,auction,and listing" system,chinese real estate industry has developed rapidly.However,with the rapid growth of house prices,many problems have also arisen,such as real estate speculation and high housing costs.To this end,the report of the Nineteenth National Congress of the Communist Party of China made it clear that we must insist on the implementation of the concept of "no housing,no speculation",and issued many policies to regulate the real estate market to curb the continued fermentation of the real estate bubble.As one of chinese first-tier cities,under the control of policies,the average price of second-hand houses in first-hand houses has remained generally stable,and the concept of "housing,housing and no speculation" has been actively implemented.At the same time,in order to seize the market in the context of continuous tightening of regulatory policies,real estate development companies continue to use diversified marketing methods in order to expect to gain a competitive advantage in the "restricted purchase" and "limited price" housing market and increase sales of real estate Performance.Based on this,this article takes the JBY project of the DJ Industrial Group as the research object,based on the theory of marketing,and makes an in-depth analysis of the marketing environment and marketing status of the JBY project by using PEST analysis,Porter's five force model analysis,and SWOT analysis.It is proposed that there are three major problems in the marketing of JBY projects,including one-way communication ignores the voice of consumers,weak brand effect and overhyped Old Town Value.In response to these three major issues,we discuss how social networks are increasingly virtualized and expanded in the context of the Marketing 3.0 era.How companies can review the situation,use 4Cs marketing theory,and combine network marketing and word-of-mouth marketing to optimize the marketing strategy of the JBY project are targeted.Solve problems in current marketing strategies.And for the optimization strategy,the implementation of guarantee measures from the three aspects of organization,talents,and incentive mechanisms to ensure that the optimization strategy can be smoothly implemented.By analyzing the original marketing strategy,this study puts forward the optimization strategy of JBY project marketing,which is conducive to strengthening the marketing effect of JBY project and improving the sales efficiency and profit of real estate.In particular,the use of online marketing and word-of-mouth marketing can effectively increase the customer's favorability with the project real estate,and at the same time help to enhance the corporate image.The use of online marketing and word-of-mouth marketing can also provide a reference for the marketing promotion of the group's new real estate development projects.