"BDH" Project Brand Marketing Strategy Research

In recent years,with the rapid development of Chinese economy,the real estate industry has also developed rapidly.The quality of residential and commercial real estate projects has been continuously improved,and commercial real estate has also shown a trend of diversification and optimization.However,under the influence of various factors such as slowing economic growth,weak market demand,tightening of housing purchase policies,adjustment of economic and industrial structure,introduction of financial land restraint policies,and supply-side reform,Chinese real estate industry is facing the huge challenges and pressure.Because the real estate industry has the characteristics of large investment scale and long cycle,it is easy to lead to excessive competition in the industry.According to the data,in 2018,15 shopping malls in Zhengzhou City were put into operation,and the new high-quality retail commercial volume reached 789,000 Square meter.At the same time as the new project is put into operation,some shopping malls and commercial projects have begun to be rectified and transformed.For example,Parkson is transforming Da Lecheng,Jinbo Dashang New Mart has signed a cooperation agreement to transform the big business·Madison Outlets Jin Boda shop.As a "BDH" project operated by local developers in our province,it faces fierce market competition in the process of preparation.This paper takes YF Group’s "BDH" project brand marketing strategy as the research object,uses marketing 4Ps marketing theory,combines the actual situation of YF Group and the actual business environment of "BDH" project to study the specific marketing countermeasures of the project brand.The paper first details the specifics of the YF Group and the "BDH" project.Then,combined with the specific environment around the "BDH" project,the PEST model was used to analyze the external environment of the project operation.Third,using the questionnaire survey method to analyze and summarize the potential customer needs of the project,in order to grasp the future demand trend of commercial real estate projects.Fourthly,based on the comprehensive analysis of the external environment,customer needs and competitors,the market positioning of the "BDH" project was put forward,and preliminary planning and ideas were proposed for the project construction and marketing cycle.At the end of the thesis,according to the project brand positioning,combined with the current mainstream commercial marketing methods,the 4Ps marketing theory is used to propose the marketing countermeasures for the "BDH" project.