Research On The Optimization Of A Real Estate Company’s Residential Product Marketing Tactics

The status of the real estate industry in my country’s economic development is self-evident.With the continuous development of society,people’s consumption concept in purchasing houses has gradually changed.Due to the particularity and complexity of the real estate industry,in order to ensure its healthy development,the state has continuously introduced a number of targeted regulatory policies according to specific market conditions.Real Estate Company A is a subsidiary of LH Group in Shanghai(hereinafter referred to as Company A).It has been developing in Shanghai for 14 years since its establishment.Company A is involved in real estate development,commercial operation,rental housing and other fields.Although it has not been in Shanghai for a short period of time,company A’s local residential product development is smaller in scale and less in number than the group’s subsidiaries in other regions,and corporate brand awareness is not high in the industry in this region.In addition,the real estate industry in Shanghai is complex and changeable,so that if Company A wants to make a breakthrough in the development of local residential products,it must have a comprehensive understanding and grasp of the market,implement an optimized strategic layout,and adjust marketing strategies,so that the company can achieve long-term growth.effective development.This article takes the marketing of company A’s residential products in Shanghai as the research object,combining theory with practice,first of all,it briefly introduces the basic situation of company A,and then combines the 4Ps marketing theory to analyze the company’s local residential products from product,price,channel,The four aspects of promotion analyze the current situation of marketing,find out the problems existing in the marketing process and analyze the reasons behind them.Then,using the PEST analysis model and Porter’s five forces model to analyze the macro environment of the region where company A is located and the industry environment,summarize the overall marketing environment of company A’s current residential products,and formulate optimizations that are more suitable for local development on this basis.policies and related safeguards.In product strategy,improve product quality,strengthen customer orientation,and fully tap product value points.In the price strategy,flexible use of price elasticity,innovative price mechanism,pay attention to the formulation of price caliber.In terms of channel strategy,use the combination of online and offline methods,make full use of the current self-media platform,and seize the opportunity to make marketing adjustments.In terms of promotion strategy,improve the quality of marketing talents,cultivate customer relationships,and expand word-of-mouth communication.And from the four aspects of organization,talent,system and funds to formulate corresponding optimization measures.