Research On The Precise Marketing Strategy Of Suzhou Weiye Real Estate

Since the reform and opening-up policy of the property market was implemented in China in the late 1990 s,the property market has developed with fast pace and gradually become the pillar industry of China's economy.With the continuous changes of demand in the real estate market and national macro-control policies,the growing rate of China's real estate market has been slowing down since 2012,and the demand for house purchase is decreasing,which leads to the problem of housing backlog.Based on this background,increasing the marketing consumption of property market is the key issue and precise marketing is one of the most important actions to improve the development of real estate market.For this situation Suzhou WeiYe real estate enterprise is aiming to increase the marketing efficiency,reduce the cost,innovate the marketing strategy,in order to adapt to the market environment.This thesis researched the marketing status and precise marketing designs for real estate companies using.methods of literature review,questionnaire survey and interviews which takes Suzhou WeiYe as objective applied with the some basic theory,conduct analysis for property in Suzhou.This thesis introduced the current situation recording to the sales work of Suzhou WeiYe.Combined with the current sales status for domestic property companies,we analysis the major problems during sales procedures.The results are concluded as following 4 points: Sale model can not meet the customer demand and customer's perception;The lacking of marketing innovation and services;Conservative marketing strategy and Low business order conversion rate.For these problems,we conducted the precision marketing design including analysis of Customer demand,Precise position-strategy,Precise product strategy,Service procedures rebuilt and Sale promotion.Meanwhile,we proposed some guarantee proposals specifically,with the following 4 points: Organization guarantee,the Management guarantee,the Process guarantee and the System guarantee.This thesis proposed new thoughts regarding the practice of commercial property based on the data from Suzhou WeiYe,it updates the thoughts for marketing sales and optimizes sale strategy.accurate marketing strategy.Relevant conclusions are also proposed according to the specific sales situation and analysis,which are significant for sales improvement strategy.The thesis can maximize the commercial profit and come into the benign development track.It is also expected to provide some practical references for other real estate companies' marketing strategies,especially the precision marketing strategies based the current dire situation of the real estate industry.