Research On Marketing Strategy Of Xiangshan International Real Estate Project

In recent years,Government for the real estate market implemented a strict policy and has formed a long-term mechanism,the real estate market has changed from a seller’s market to a buyer’s market.The competition and survival pressure of market faced by enterprises have increased.All of these change are to ensure the healthy and orderly development of the real estate market.Want to get advantage in the market competition,not only to focus on product research,development,quality,cost and so on,but also more accurate positioning,effective and appropriate marketing strategy.Xiangshan International Real Estate Project as the research object in this article,literature research method,case study method and comparative analysis method are the main methods to explore the marketing strategies of middle and high-end residential real estate projects in the current market environment.In the first,of Xiangshan international project marketing environment from the macroscopic,competitors,internal analysis,combined with the SWOT analysis the competitive strategy of giving play to advantages,seizing opportunities and highlighting product differentiation is determined.Then,STP analysis is used to define the market positioning of building high-end and high-quality real estate with the objective of rigid demand market and quality improvement market.Next,based on 4P theory,the project design was carried out from the marketing strategy of the four dimensions of the Product,Price,Promotion and Place.Finally,from the human resources,system construction,financial capital,information security measures have been drawn up four aspects to ensure the effective implementation of the marketing strategy and project to maximize the benefits.Under the guidance of marketing theory,this article combines the actual situation and objective environment of Xiangshan International Project to design a marketing strategy suitable for Xiangshan International Project,and provide the corresponding security measures,in order to make the project can stand out,sales success,at the same time in the process of the subsequent project development for the enterprise marketing strategy formulation to provide reference,provide a certain basis for business decisions.