Research On Marketing Strategy Optimization Of XYX Company’s Smart City Project

With the development of China’s economy,Chongqing,as one of the municipalities directly under the central government,has achieved rapid economic development and greatly improved people’s living standards under the great policy of the national western development and the "Chengdu-Chongqing Economic Circle".At the same time,along with the long term mechanism of "housing to live without speculation" and real estate stability,the development in the real estate industry of Chongqing showed a weak growth and slow sales.From 2015 to 2020,GDP of Chongqing increased from 1.57 trillion to 2.5 trillion,and residents’ disposable income increased from (?)20,110 to(?)30,824.In this context,the real estate industry in the western region has also developed.With the increase of consumer income,the demand for real estate products is not limited to the demand for residence,but more consideration is given to living comfort,convenient life and perfect resource supporting.Therefore,how to adapt to market changes and occupy the market through the formulation of marketing strategies in the competition of the real estate industry,worth to research.The research object of this paper,Chongqing XYX Group Co.Ltd.,as a local growing real estate enterprise in Chongqing,has the typical characteristics of local real estate companies.Based on the Western core city Chongqing,the research on its sales strategy is conducive to enrich the marketing strategy of Chongqing’s real estate industry.This paper starts with the sales situation of the Smart City project of Chongqing XYX Group Co.Ltd.,based on 4P theory and pest theory,analyzes the background and product sales data of the Smart City project,find out the problems and reasons existing in the sales,conduct market research on consumers,and analyze consumer needs and characteristics.The macro environment of Chongqing real estate is analyzed by PEST analysis method,and then the strengths,weaknesses,opportunities and threats of the project are comprehensively analyzed by SWOT analysis method,so as to draw the analysis conclusion.Finally,based on the 4P theory,the original marketing strategy of the project is optimized in the aspects of brand image promotion,product optimization,pricing strategy,channel construction,publicity and promotion,assessment and incentive.Through the research on the marketing strategy of specific real estate projects,this paper uses a variety of theories and tools,and draws lessons from the academic achievements of researchers in the same industry at home and abroad.Combined with the actual situation of the project,this paper puts forward an optimization scheme for the marketing strategy of XYX company’s smart city,in order to improve the marketing commercialization of the smart city project and achieve the business objectives.