Research On Marketing Strategy Of Yongkun Real Estate Yinhe International Residential Area Project

Lanzhou,Gansu Province,is the political,economic,cultural and commercial center of Gansu Province.It is a regional gateway to the northwest of China and foreign countries.It has a foreign transportation system that connects the East and the West and connects the north and the south.One belt,one road one belt,one road hitherto unknown,is opening up a door to China's development.It also provides an unprecedented opportunity for the development of cities along the city of Lanzhou,and brings opportunities for the development of Lanzhou's real estate market.Lanzhou municipal government timely put forward the strategic plan of"expanding to the East and advancing to the west".Yinhe international residential area is an important step of the East expansion strategy.It adheres to the residential concept of "making living more dignified",creates medium and high-end high-quality residential buildings,people-friendly prices,and feeds back Lanzhou citizens with high-quality residential buildings,which has important strategic significance and demonstration role for the development of Lanzhou real estate industry and is the development of regional economy The center of exhibition.In such a background,how to cover the whole life cycle of customers,complete the iterative upgrading of housing standardization and enhance the competitiveness of the market,all of which need to be studied from the perspective of marketing strategy.Based on the marketing theory,this paper studies the general situation of the company and the project,the current situation of marketing and the project positioning,so as to find the main problems existing in the project marketing.Further,the macro and micro environment of the project is analyzed,and SWOT analysis is made to formulate the marketing strategy suitable for the development of Galaxy International residential area.This part is the focus of this paper,mainly around the market segmentation,market positioning and target market to get the 4P strategy suitable for the market,in which the product strategy is mainly from the four aspects of product difference,innovation,combination and service In terms of sales promotion strategy,we should use the combination of direct sales and agency sales,the combination of mass media and minority media,professional personnel sales,circle marketing,experience marketing and other personalized promotions,as well as multi-faceted public relations Measures to develop the market at the same time.Through investigation and research,it is found that there are some problems in the project at present,such as the lack of in-depth market research,unreasonable project positioning,low comprehensive quality of marketing team,imperfect management system,falling sales volume,and too traditional sales mode.In this regard,it is proposed to adjust the research strategy,strengthen the construction of marketing team,strengthen relationship marketing and service marketing,brand marketing,and use network to carry out none Improvement measures in five directions,such as marketing.Through the above research,we can improve the marketing strategy of Yinhe international residential area,and improve the sales quality and efficiency of other real estate projects in Lanzhou.