Research On Marketing Strategy Of Lushang Phoenix Square

As one of the strategic and basic part of China’s national economy,the real estate industry plays a significant role in domestic market of China and has always attracted the attention of public.In recent years,the real estate market has entered a relatively stable stage from the early stage of rapid and savage growth under the state regulation policies,while themarket competition is gradually intensified.As the terminal port of the real estate industry,marketing is playing an increasingly prominent role in the increasingly fierce competition.It is an important measure and way for real estate enterprises to make rational use of market policies,pay close attention to the dynamics of market competitors,formulate reasonable marketing strategies according to the internal and external environment combined with their own conditions,enhance their own project competitiveness and break out of numerous competitors.As a second-tier city in the country,the development of the real estate market has always been one of the key cities under national policy control.In 2020,Jinan’s GDP entered the "trillion club" and proposed the construction of a new urban development pattern of "Strong in East Area,prosperous in West Area,Beautiful in South Area,Spring up in North Ares,Excellent in middle Area" and In which,the "Strong in east Area" strategy means that government plan to strengthen science and technology innovation strength and industry level in east area of Jinan.With three national-level development zones as the carrier,the government will build an economic uplift belt in the east area of Jinan by upgrading smart manufacturing and improving the science and technology innovation strength.At the same time,the government will speed up the construction of Qi Lu large corridor of science and technology innovation as the core of development axis,push forward Zhangqiu district to assimilate into the main city,promote the faster integration of colleges and universities’platforms of scientific research,innovation and entrepreneurship.And finally,achieve an important place of origin with scientific and technological innovation and a core demonstration area for the application of achievements in Shandong Province.This article selects the development of Lu Shang Phoenix Square project under Lu Shang Health Industry Development co.LTD.,as the research object,combing the STP marketing theory,marketing theory of 4p and marketing theory of 7P service&sales combination.The article also uses PEST analysis method to analyze macro environment research from the angles of policy,economy,social culture and technology development.What’s more,the article use Porter’s Five Forces analysis model to analyze the industry environment analysis from the potential threat,existing competitors,substitute threat,buyer’s bargaining power and the supplier’s bargaining power.,More over,this essay makes a summary of strengths,weaknesses,opportunities and threats,compare with the project’s current sales and marketing situation,and discovers the existing problems in the marketing strategy by combining the above analysis results with the SWOT theory analysis conclusions of project itself.Meanwhile,the essay,based on the 7P service marketing combination strategy theory,optimizes the the marketing strategy of Lu Shang Phoenix Plaza project in seven aspects:product,price,channel,promotion,personnel,tangible display and service process.In the terms of product strategy,optimize product function design and conduct it through sample display.In the price strategy,clear project target sales price,on this basis,set up long-term and short-term relatively flexible price adjustment strategy.In the channel strategy,use vertical and horizontal two-way digging method to make full use of the resource of old owners,competitive property consultants,internal staff,Key account customers and export channel,and to establish self owned channel team to deepen the implementation of channel strategy.In terms of promotion strategy,we should grasp promotion opportunities,attach importance to promotion methods,increase investment in network of new media,attach importance to content innovation and form innovation,and do well in publicity monitoring,feedback and adjustment.In terms of human resource strategy,optimize the process of recruitment,training,and organization configuration,improve the company’s talent team,promote the amelioration of current shortcoming work,and guide relevant departments to enhance the participation of marketing work.In the image display strategy,optimize the functional partition of marketing center,improve the image display quality of marketing center,project sales props on site,sample rooms and delivered areas.In the service process stage,standardized reception process and smooth customer feedback channels should be established to truthfully get customers’ evaluation and feedback on the service,and accordingly,improve the service quality of the project and the degree of importance to the service.At the same time,in order to ensure that the marketing strategy can be implemented,safeguard measures are put forward from the five aspects of system,human resources,enterprise culture,financial support and information technology support,to ensure the smooth execution of the design scheme.This paper used above the analysis tools and analysis method to research and analyze of Lu Shang Phoenix Plaza Project,combined theoretical study and current technology of real estate,break out the traditional and inherent real estate industry limitations of 4Pmarketing theory analysis,comprehensively understand the actual situation of the project,provide research results which are more close to the actual project situation and the project requirements,to make the research conclusion more comprehensive more operable and easier to execute.Meanwhile,Lu Shang Development company have deepened its exploration of the real estate industry development transformation,under the macro environment of the government of country is regulating the real estate market and guiding the direction of the old and the new kinetic energy conversion.The Lu Shang company also promote the transformation of the development process by replacing the main management means of housing management with industrial level development and construction projects.In addition,Lu Shang company promote the integration and combination of its own original resource advantage and development experience.And eventually,Lu Shang company will play a positive role in promoting the effective interaction between the national strategic development and the company’s development direction.