Research On Marketing Strategy Optimization Of XT Commercial Real Estate Projects

China's good economic development trend accelerated the pace of urbanization expansion,the real estate industry ushered in an unprecedented development opportunity.In order to curb the overheated growth of housing prices,local governments actively responded to the central government's general tone of "houses are not for speculation,but for living",and adopted a series of measures to control the purchase,price and sale of residential real estate.In this context,commercial real estate has attracted a large number of developers' investment due to its advantages of unlimited purchase and unlimited loan.All kinds of commercial projects such as apartments,office buildings and shops have mushroomed into the market,resulting in more and more inventory products in the market,too many homogeneous products and slow product de-commercialization.XT project is a commercial project developed by LG company.Since its opening in August 2018,XT project has always been ahead of the surrounding rival products in terms of deactivation rate.However,in the second half of 2019,the Honggutan district of Nanchang city flooded with a large number of similar competitive products and adopted measures such as price reduction and commission promotion successively,resulting in a downturn in XT project sales.In order to break through the XT sales bottleneck of the project,based on the XT commercial project as an example,from the macro environment,industry environment,competitors,such as Angle analysis,combining SWOT analysis,through the STP strategy to determine the target market,to develop more reasonable marketing mix strategy,and formulate the corresponding safeguard measures,in order to better guarantee the project of earnings and return.This paper is divided into eight chapters.The first chapter mainly describes the development status of commercial real estate in Nanchang city and expounds the background and significance of the topic.In this paper,the relevant literatures at home and abroad are reviewed,and the research methods,ideas and framework of this paper are clarified.The second chapter focuses on the commercial real estate,marketing strategy theory and marketing mix strategy and other related concepts,which provides a theoretical basis for the research of this paper.The third chapter is the introduction of XT project,mainly expounds the background,general situation and marketing status of XT project.The fourth chapter analyzes the macro environment,industry environment,competitors and other aspects,and analyzes merits and faults,opportunities and threats of XT project with SWOT model.The fifth chapter analyzes the market segmenting,market targeting and market positioning of XT project through STP marketing strategy to redefine the target market.The sixth chapter optimizes the marketing strategy of XT project based on the 7Ps marketing mix theory.The seventh chapter puts forward corresponding safeguard measures for XT project marketing countermeasures from five aspects.The eighth chapter mainly summarizes the marketing mode and marketing strategy of XT project,and expounds the innovation points,shortcomings and prospects of the paper.It is hoped that through the research of this paper,feasible marketing strategies can be found for XT project,and new vitality can be found under the situation of the overall downturn of Nanchang's non-residential market,so as to help the project improve sales performance and the overall marketing level of the project.