Research On Marketing Strategy For Chengdu Jinxianglantai Project Of Wangdi Real Estate

With the rapid development of economy and the improvement of people's living standards,more and more consumers begin to pay attention to the quality of living.In addition to the most basic residential functions,commercial housing also needs to meet the requirements of consumers for high-end residential quality.Subsequently,high-end quality projects that meet the needs of consumers emerged.However,the national mainstream policy is still to increase regulation and control,control the house price,tighten the land resources with low plot ratio,and even launch the price limit policy.Price benchmarking is constantly coming out,and many companys compete for bidding.In addition,the government's various regulatory policies make luxurious residential projects become high-investment,high-risk and difficult projects.Wangdi real-estate company was founded in 1996 with an annual sales volume of 10-15 billion yuan.At present,it has more than 50 development projects.It has project development in 32 cities across the country.Based on Meishan,the company has set up Xinjiang region,central China region,East China region,Panxi region and Chengdu Chongqing region.Jin Xang Lantai project plot,located in Pixian County in 2016,is located in the northwest of the main urban area of Chengdu.It is the king of the land in that year,so the floor price is on the high side.The commercial proportion of the project is as high as 52%.The surrounding road network is not perfect,the economy is underdeveloped,and the supporting facilities such as commerce,education,and medical treatment are lack,which is not favored by the industry.The current marketing strategy of the project is not successful,which leads to the low number of visits,the slow speed of decentralization and the difficulty of operation.Compared with regional competitive products,Jinxiang Lantai plot has high land cost and low plot ratio.Compared with downtown projects,it has no regional advantage.The existing products are single,the marketing means are too traditional and rough,and the project is facing marketing difficulties.How to play their own advantages,avoid disadvantages,at the same time,take advantage of the potential policy,create competitive products,scientific formulation of marketing strategy,so that the profits of enterprises can be guaranteed,while winning project reputation,is an urgent problem to be solved,but also the key of this paper.In this regard,this paper analyzes the problems and deficiencies in the early marketing process of the project,combines with the marketing theory,uses SWOT and pest theory to carry out the project resumption,puts forward improvement suggestions from four aspects of product,price,strategy and channel,and uses STP theory to relocate and package the project,so as to solve the marketing difficulties of the project.