Research On Marketing Strategy Of Shanqing Shui Xiu Project Of Guangdong Yuanbang Real Estate Development Company

In the face of the social instability factors brought by high house prices in recent years,the central government has carried out a series of regulations and established the main theme of "housing without speculation ".At the same time,many real estate enterprises have ushered in a big test,at this stage for many housing enterprises,has changed from the crazy expansion of the incremental housing era to find ways to inventory "live" stock housing era,this transformation means that real estate enterprises must rely on the rapid and thorough inventory of stock projects to ensure the normal and healthy development of enterprises.But in the context of small-size rigid demand products more attractive,relatively less favored The marketing of large household products has become the old and difficult problem of many housing enterprises,which puts forward higher requirements for the capital strength,operation and marketing ability of housing enterprises.As a local private real estate enterprise in Guangzhou,Guangdong Yuanbang Real Estate Development Company is a typical representative of the housing enterprises in the new era.After the limited refinancing,the development of new projects blocked and the high turnover of products sold,relying on its large-scale project to quickly go to stock has become the Yuanbang real estate to withdraw funds,maintain daily operation and development project foundation and guarantee.This paper takes Yuanbang real estate landscape project as the research object,supplemented by the relevant theory of marketing and domestic real estate marketing research as the guidance,analyzes the current marketing situation and the existing marketing problems of the large Huxing unit of Yuanbang clear water show project,among which The obvious problems include the low quality of sales and management team,the single sales channel and the lack of outstanding selling points of the project.After analyzing the present situation of marketing,according to the macro and micro environment of the project,the SWOT analysis of the marketing situation of the project is made,and it is concluded that the unit price of the project has certain advantages although it faces large inventory area.After the environmental analysis of the overall marketing,the market of the project is subdivided and the market positioning is determined,and the relevant marketing strategies are given in four aspects: product price,product marketing,product development channel and promotion.Finally,aiming at the proposed marketing strategy,it is pointed out that Yuanbang Real Estate should optimize the marketing organization,improve the marketing incentive mechanism and strengthenthe internal property management level of the project to ensure its implementation effect,accelerate the sales of the project,realize the return of funds,invest in other projects in the development cycle,so as to achieve greater economic benefits and promote the sustainable development of enterprises.The research results of this paper can also be used in the marketing of large household products of other real estate enterprises,which can point out the marketing direction for small and medium-sized housing enterprises with more tight capital chain,realize the development of new projects after the return of funds,and finally realize the benign development of real estate enterprises.