Research On Marketing Strategy Of GJC Project Of DSH Company

The real estate industry is an important industry in China's economy.In the process of China's economic development,the real estate industry plays an important role.With the sustained and rapid development of the domestic economy,the urbanization construction is increasing,which promotes the rapid development of the real estate industry.At the same time,the competition is becoming more and more fierce.In recent years,the strength of national macro-control has been increasing,and the pattern of real estate market is changing.In this context,various real estate enterprises pay more and more attention to marketing and promote it to the company's strategic level,so real estate enterprises urgently need to formulate a more comprehensive and systematic marketing strategy.DSH Company was founded in 2008,is a small and medium-sized state-owned real estate development enterprise established by ZTJ Group in Xi'an.After more than ten years of development,it has become a new benchmark of local residents' life.It has won a good market reputation by virtue of "big brand,good property,excellent environment".However,in the past two years,various local governments have continuously introduced real estate regulation policies,and many of them have carried out "price limit,purchase limit,sale limit".In addition,commercial banks have increased the interest rate of commercial housing loans,the market competition of real estate enterprises has become increasingly fierce,which has a negative impact on the marketing of DSH GJC project.This paper takes the GJC project of DSH Company as the research object,through introducing the current situation of the GJC project of DSH Company,grasps the location resources,commercial resources,traffic resources,education resources,medical resources and natural landscape resources and core competitiveness of the GJC project of DSH Company,and comprehensively analyses the macro-environment,industry environment and internal marketing environment faced by the project with PEST analysis method,and then applies it.SWOT analysis fully understands the strengths and weaknesses of DSH GJC project,as well as the opportunities and threats it faces.In addition,this paper uses the method of questionnaire survey to investigate consumers' purchasing intention,grasp the characteristics of consumers,purchasing intentions and purchasing purposes,so as to accurately select the target market and make targeted market positioning;understand consumers' purchasing preferences in order to formulate targeted product strategies;define consumers' total price bearing capacity to formulate differentiated price strategies;Investigate the channels for consumers to purchase products,so as to improve the channel system construction,and master the ways for consumers to obtain promotional information,so as to enrich the promotional methods.According to the 4Ps marketing mix strategy theory,this paper puts forward the targeted optimization measures in the marketing strategy of the company.Differentiated production in product strategy.Product strategy,optimization of product after-sales service strategy;price strategy to adopt differentiated pricing strategy and implement price discount program;channel strategy to make full use of new media channels and adopt a diversified sales channel system;in the promotion strategy to strengthen advertising and enrich the promotion methods.In order to ensure the smooth implementation of marketing strategy optimization measures,this paper puts forward targeted safeguards from the aspects of organization,personnel,system and so on.Through the in-depth study of the marketing strategy of GJC project of DSH company,not only provides the idea and direction of GJC project marketing to a great extent,but also plays a great role in improving the real estate marketing ability of DSH company.At the same time,the marketing strategy optimization measures proposed in this paper can also provide guidance for other real estate companies to formulate marketing strategies.