Research On Marketing Strategy Of COUNTRY GARDEN’s W Exurban Real Estate Project

With the rapid development of China’s real estate market,land resources in the core urban areas of first and second tier cities are becoming scarce.In order to maintain market share,the investment of major real estate enterprises has shifted to third tier cities or the outer subirbs of first and second tier cities.In recent years,significant changes have taken place in the real estate market environment.China’s real estate industry has entered a period of stable development from a high growth period of 25 years.The market risk resistance capacity ability of suburban real estate projects is not as good as that of the core urban area,and the impact is more obvious.W project is an outer suburb real estate project operated by Country Garden in Suzhou.Based on the marketing strategy combination theory,market positioning theory and SWOT analysis,this thesis discusses the marketing environment,project positioning,marketing strategy optimization strategy and marketing guarantee scheme of W project.It is found that w suburban real estate project is faced with problems such as too single product,narrow customer range and unbalanced pricing.Its market positioning should fully consider the characteristics of suburban areas and be able to resist periodic fluctuations to cope with market changes;In terms of products,we should sort out according to the positioning of new customers and carry out the design and planning of new product house type of the project,so as to ensure the de commercialization of subsequent phase Ⅱ sales;In terms of price,in the initial stage,it did not combine with the real feedback of the market,only used the competitive product comparison method to formulate the price,and did not formulate the dynamic adjustment in time.The subsequent research on the marketing strategy of phase I inventory products mainly focused on the pain points and needs of customers,and formulated the final bag check-in scheme,price promotion and other combined execution strategies;In terms of sales channels,only conventional project operation ideas were adopted at first,and differentiated strategies were not formulated according to the characteristics of suburban real estate projects.Later,comprehensive national marketing and distribution jumping-off sales channels were formulated,accurate promotion was carried out,and customer visits were excavated to promote project transactionsThis thesis fills in the research gap of suburban project marketing,provides new research ideas for the project operation of real estate enterprises,and has certain practical significance for the successful marketing of suburban projects.