Research On The Marketing Strategy Of Changchun Vanke New Metropolis

Changchun Vanke is a wholly-owned subsidiary of Vanke Group.Vanke Metropolis opened in 2018 and successively launched a number of units,striving to fully display its own characteristics and continue to maintain the image of the industry leader.The project is located in the southern new city section of Nanguan District of Changchun City,which is a new driving force for the development of Changchun area.The future development prospects are promising.The project organization structure has been standardized and centralized and unified management,and marketing is currently outsourced.Vanke Metropolis currently encounters some difficulties in the marketing process,mainly due to the contradiction between operating cost control and high product quality,there are also some obstacles to channel integration,the promotion method is more traditional,backward and not enough to stand out.The sub-standards should be improved as people pursue their quality of life.The paper analyzes from the perspectives of national policies,economic environment,social environment,and network technology development in our city.From the perspective of the enterprise itself,Vanke has always adhered to high-quality building materials and decoration coatings to basically ensure the customer satisfaction of the owners.Part of it has also become an important cornerstone of corporate reputation.The competitors around Vanke are endless,and different positioning has different competitors.From the perspective of consumers,most of them are groups such as government agencies,institutions,doctors and teachers,and some customers who intend to settle in Changchun City.Through SWOT analysis,find the company's own advantages,disadvantages,opportunities,threats,so as to more scientifically choose the forward strategy of the advantages and opportunities superimposed,so as to maximize the overall benefit while enhancing corporate value.Through targeted formulation and implementation of marketing strategies,better achieve corporate goals.The first is to subdivide the housing market and make more targeted allocations based on the surrounding available resources.From the perspective of age,young people are also the main body of future house purchases.From the perspective of age,young people have just left campus or have just entered employment positions,and there is a certain demand for living alone.Moreover,the pressure on the small apartment from the overall price to repayment is relatively small,so it is a good choice for young people.Carrying out different promotion combinations from the four aspects of product,price,channel,and promotion can make the product features more distinctive and attract more public attention.The implementation guarantee of the marketing strategy can not be relaxed,human resources,budget funds,incentive training and process specifications must be strictly implemented in accordance with the requirements.This will ensure the smooth implementation of the entire strategy.