Research On Marketing Strategy Of HAITIAN CENTER Residential Project Of QINGDAO GX Real Estate Company

With Chinese economic development entering a new stage,after the rapid development of the real estate economy in the past few years,under the macro background of trade war,rising interest rates,tightening credit channels and weak purchasing power of buyers caused by high prices of commercial and residential real estate,there has been a continuous downward trend.However,the real estate sector is still a strong support for the national economy,and the fundamentals of market improvement are still strong.In order to further adapt to the development of the real estate industry in such a complex and changeable environment,this paper uses the combination theory of STP marketing strategy and 4P marketing strategy,focusing on the standardization,systematization and standardization of high-end real estate residential sales behavior from the aspects of residential project marketing strategy and subsequent implementation of safeguard measures.This paper takes Haitian center housing project as a case,aiming at the marketing strategy of high-end housing market as the research goal,and on the basis of comprehensively summarizing the relevant marketing basic theories,analyzes the current situation of the marketing work of Haitian center housing project,and combines the specific situation of Haitian center housing project,uses PEST analysis model and SWOT analysis model to analyze the project's politics The marketing environment of governance,economy,society and technology and the advantages,disadvantages,opportunities and threats of the project itself are analyzed.The market demand and competition of the project are analyzed.The market segmentation,target market selection and target market positioning of Haitian center housing project are systematically determined.The marketing mix strategy of Haitian center housing project is proposed Taking4 P theory as the main line,focusing on the product,price,channel,promotion and other aspects of the project,this paper has formulated specific marketing mix strategies,and put forward corresponding safeguard measures,hoping to play a positive role in promoting the project marketing decentralization,and also hoping to provide reference for the company's other real estate high-end residential project marketing.