Improve Research On Marketing Strategy Of HF Real Estate Project Of JY Company

In the current economic downward pressure continues to increase,the central and clearly pointed out that "not real estate as a means of short-term stimulus"economic situation and economic policy,real estate development enterprises in China,especially four or five line city real estate development enterprises face severe survival test,if not pay attention to the adjustment and improvement of the marketing strategy of the market,will be eliminated by the market.The real estate project operated by JY Company is located in BY County,YZ City.Compared with southern Jiangsu province,the economic development level of BY County is not high,but the competition degree in the real estate market is not low.Facing the current economic and real estate market situation,JY company must re-examine and improve the current real estate project marketing strategy,in order to survive the "cold winter" of the market,and can survive and develop.This study with JY company HF real estate project marketing strategy as the research object,using literature research,field research,based on STP market segmentation theory,4Ps marketing theory and SWOT analysis model,the analysis of JY company HF real estate project marketing strategy problems,reasons,according to the current marketing environment,put forward improvement Suggestions and safeguard measures.Through the JY company HF real estate project current marketing strategy research found that the current JY company in HF real estate project marketing strategy on product positioning is unreasonable,price design is not scientific,sales channels are not open,promotion means is not rich,the reasons for these problems mainly include backward marketing concept,marketing measures,lack of marketing talent,market research,etc.According to the internal and external development environment of the company,SWOT analysis and STP analysis,we can improve the product strategy,price strategy,channel strategy,promotion strategy,and through the implementation of leadership,organization,financial and human resources safeguards,to improve the marketing level and effect of JY HF real estate project.The innovation point of the research is to combine the development environment of the company and the real estate projects with the related marketing theory,study the improvement measures of the marketing strategy,and change the traditional idea of studying the marketing strategy only based on the marketing theory.