Research On The Marketing Strategy Of Nanning A Real Estate Projec

Since the outbreak of the new coronavirus,many new features,new trends and new changes have emerged in the real estate market.Faced with changes in the market,this paper takes Nanning A real estate project as the research object,and uses the method of questionnaire survey to investigate consumers ’ needs and project satisfaction evaluation.By combining the survey data with the current marketing strategy of the project,this paper analyzes the shortcomings and defects of the current marketing strategy.Through the analysis,it is found that the problems mainly exist in the following aspects : First,the overall service consciousness of the enterprise and the management of the marketing team are not in place,resulting in the general professional degree of marketing personnel and uneven quality of service;second,the product price competitiveness is insufficient,there is no accurate market positioning,resulting in unreasonable pricing strategy,can not meet the psychological expectations of consumers;third,the marketing channel is single,lack of channel resources utilization and development;fourth,the promotion method is not good,the contact point management with consumers in the promotion process is not in place,resulting in low communication efficiency.In view of the above deficiencies,combined with the current marketing environment,using 4P marketing theory framework,respectively,from the product,price,channel,promotion four angles to optimize Nanning A real estate project marketing strategy.Specific to the optimization of marketing strategy,based on the optimization of product marketing management,management services,information protection optimization;the optimization of precise positioning and flexible pricing based on price optimization;based on the optimization of channels proposed multi-party cooperation,marketing channel optimization;based on the optimization of promotion,the optimization of support system and communication is proposed.This paper hopes that the proposed marketing strategy optimization can correct the problems existing in the current strategy of the project,bring high-quality help to the development of marketing work,and also hope to bring certain practical reference and reference to real estate enterprises facing new characteristics,new changes and new trends of the current market and similar situations.