Research On Marketing Strategy Of "LD Intercity Space Station" Project

In recent years,China’s national economy continues to improve,the living standards of urban and rural residents continue to improve,and the people’s demand for housing security and improvement is also increasing.The competition in the real estate industry is more intense.Only by firmly grasping the policy,according to the requirements of macro-control,fully operating the marketing theory in daily business activities,and formulating reasonable and effective marketing strategies in combination with the actual situation of the project,can real estate enterprises occupy a place in the increasingly fierce market competition.LY is the third tier city with the largest scale,the largest population and the top five GDP in Shandong Province.The overall development of the real estate market is stable and orderly.Under the new situation of the transformation of old and new kinetic energy,in order to better realize the 13th five year development strategy of LY city "from big to strong,from beautiful to rich,and from refined to strong",the high-speed railway will be opened to traffic in 2019,and the high-speed railway area will be regarded as a new development area for urban expansion.As the top 10 domestic real estate development enterprise,LD real estate company develops and constructs projects near 33 high-speed railway stations in China,and has rich and unique experience in building urban landmarks and developing high-speed railway areas.In 2018,LY municipal government attracted investment and signed a "strategic cooperation agreement" with LD real estate company to use LD real estate development to drive the optimization of industrial structure and high-quality development of the whole high-speed railway area.Therefore,the research on the marketing strategy of the "LD intercity space station" project can not only help the local economic development of LY City,but also provide important cases for LD real estate marketing and help the long-term development of enterprises.Taking the "LD intercity space station" project developed by LD real estate company in ly City,Shandong Province as a research case,this thesis studies how to formulate the marketing strategy of the real estate project in the high-speed railway area of the third tier cities.Firstly,this thesis introduces the background of "LD intercity space station project",and formulates the specific content and ideas of the research according to the purpose and significance of this research.Then it summarizes the situation of LD real estate project,uses pest tools,Porter’s five forces analysis model,value chain analysis,SWOT analysis to analyze the internal and external marketing environment,and makes full use of market research to deeply study the real ideas of customers on products,prices,channels,publicity and other factors.Finally,the comprehensive research conclusion puts forward the marketing combination strategy and strategy implementation guarantee measures of LD real estate project,so as to expand the market share,improve the overall competitiveness of "LD intercity space station" project in LY City,provide reference for the development of real estate industry,and help LY City attract investment,adjust structure and industrial upgrading to a certain extent.