Research On The Marketing Strategy Of HD Company's Housing Products In CHANGCHUN SSJ Project

In recent years,with the continuous deepening and refinement of the national regulation and control policies for the real estate industry,the real estate industry is transitioning from a high-speed growth stage to a stable growth stage.The real estate industry has always been in fierce competition.Under the circumstances of intensified industry merger,continuous improvement of concentration and further intensification of competitive pattern differentiation,how to maintain a balance among enterprise development speed,profit growth and operational risk reduction has become the key to the development of the industry.The development strategy of leading real estate enterprises has begun to change.Evergrande,country garden,vanke and other enterprises have chosen the development direction of diversified businesses.Among them,the diversified layout of Evergrande has been completed,forming an industrial pattern with real estate as the foundation,tourism culture and health preservation as the wings,and new energy vehicles as the leader.In recent years,with the rapid development of the real estate market,the land resources in the urban center are increasingly exhausted,and the real estate development from the urban center to the urban development zone and marginal areas has gradually become a new trend of the current real estate industry.With the support of relevant national policies and the promotion of China's urbanization,cultural and tourism residential projects are gradually becoming a new direction for real estate exploration.In order to promote the implementation of changchun-gongzhuling coordinated development plan(2019-2025),changchun municipal government has put forward several implementation policies to ensure the coordinated development of changchun-gongzhuling coordinated development.Take the lead in the construction of changchun-gongzhuling economic cooperation zone,and support the layout of changchun as a regional central city in northeast Asia.The advantages and development potential of SSJ project area(changchun-gongzhuling economic cooperation zone)were determined.This paper takes the housing products of HD SSJ project as the research object,takes the actual situation of jilin company as the premise,and startsfrom the marketing practice.On the basis of STP and 4P theories,it USES the methods of literature research,investigation and research to study the housing products of SSJ project.By analyzing the marketing environment of SSJ project housing products and determining the purchase group,the segmentation of the target market,the selection of the target market and the positioning of the target market are determined.Therefore,a set of complete target marketing mix strategy is put forward for the target market of rigid demand and the target market of investment,and the guarantee for the implementation of the target marketing strategy is put forward.This paper takes the marketing strategy of SSJ project residential products as the main research content,especially in the development of SSJ project marketing mix strategy,this paper puts forward specific ideas and plans and gives specific Suggestions for the implementation of the target marketing strategy.Due to the universality of the research on the housing part of HD SSJ project,this paper has certain reference value for other similar projects.