Research On Marketing Strategy Of Residential Products Of China Overseas Building Shenyang Company

China Overseas Building is a subsidiary of China Construction Group Corporation.It has a 40-year history of real estate development and management.It has developed real estate businesses in more than 70 cities around the world and has more than 600 development projects.Since entering into the Shenyang market in September 2007,the main real estate product of China Overseas Building is commercial housing.By providing high-quality products and services to buyers,it has occupied a place in the Shenyang real estate market.However,with the intensified competition in the commercial housing market in Shenyang,the market share of China Overseas Building is facing a squeeze.Therefore,it is necessary to analyze the company’s market environment and combine its own product characteristics to design a suitable residential product marketing strategy.This article takes the residential products of China Overseas Building Shenyang Company as the research object,and first summarizes its current marketing status and problems encountered in the market,and concludes that China Overseas Building is now facing weak consumer brand influence,low consumer satisfaction,Word of mouth did not meet market expectations.In order to find the cause of marketing problems,a deep analysis of the marketing environment of China Overseas Building was conducted.Through the analysis of the macro-environment of China Overseas Building Shenyang Company,we learned that the real estate market in Shenyang has started a city-wide purchase restriction policy since August 2018,and the real estate market industry has a downward trend.However,Shenyang’s 2019 GDP is 647.03 billion yuan,the growth rate was 4.2% than the rate in the previous year,and the overall economic and business environment is improving.Therefore,the overall real estate industry in Shenyang has maintained a steady upward trend.Through the analysis of its own micro-environment,it is learned that the main competitors of China Overseas Building Shenyang’s residential products are other branded housing companies in the Shenyang market and low-priced local housing companies.Finally,combined with the SWOT analysis method,it was determined that the SO strategy should be adopted to further develop the brand advantage.Through the use of policy tilt and its own land reserve,innovative residential products were developed to meet the needs of home buyers,thereby better capturing market share.In order to solve the existing problems in the marketing process,first of all,the STP strategy is used to classify the consumer market into three categories from the age classification.And selected from mid-level managers,civil servants,private owners as the representative of the middle-income group as the target market segment.Finally,make a positioning to build mid-to-high-end boutique residential products.For the determined market positioning,apply 4P marketing mix and implement differentiated marketing strategies.Create product differentiation by improving space layout,enhancing brand effects,innovating building functions,and strengthening after-sales services.Through differential pricing,sales performance and profit performance are guaranteed at the same time.Increase channel innovation,and use different places,relationships,and integrated marketing methods to expand channels.The establishment of customer data requires the platform to accurately promote the product and establish the same promotion plan.Using the advantages of each plan to complete the low-cost and wide-area promotion products properly addresses the problems pointed out above.It also points out the guarantee measures for the marketing strategy of China Overseas Building’s Residential Products from the four aspects of organization system,talent team,implementation technology,and capital guarantee.Through the research in this article,I hope that we can prepare marketing resources for China Overseas Building Shenyang Company’s next competition,help it expand its brand influence and market share,and provide suggestions and reference for China Overseas Building ’s expansion in other cities.