Research On Marketing Strategy Of X Real Estate Project Of Y Group

In recent years,under the background of the Covid-19 and property market regulation policies,real estate companies have faced a severe survival crisis.How to survive and develop under the increasingly severe market environment of the industry is a common problem faced by all real estate companies.For real estate projects,how to formulate their own marketing strategies according to the development of the real estate project itself and the environment is an urgent problem that all real estate companies need to solve at present.Based on in-depth research on the marketing theory of real estate enterprises,this thesis selects the X real estate project of Y Group as the research object and introduces the overall situation of the X real estate project from the four aspects of price,product,channel,and promotion.Combined with the questionnaire survey,this thesis finds that the current marketing strategy of the X real estate project has problems such as relatively single products,uncompetitive prices in the market,and narrow marketing channels.Additionally,in order to further understand the current situation of X real estate project marketing and formulate targeted strategies,this thesis also adopts PEST analysis method,Porter’s five forces analysis method and SWOT analysis method to analyze the macro market environment and industry competition environment of the project,and analyze its own strengths and weaknesses.On this basis,this thesis formulates the marketing strategy of the Y Group X real estate project.In the process of formulating,it first defines the market segment,determines the market positioning and positions the products.Combined with the 4P theory,it points out the marketing strategies of X real estate project of Y Group X real estate project.The marketing strategies of X real estate project should be optimized from the four aspects of price,product,channel and promotion.At the same time,it is pointed out that the organization,culture,capital and other aspects will provide guarantee for the smooth implementation of the marketing strategy of X real estate project.Through the combination of theory and practice,this thesis customizes a marketing strategy improvement plan for Y Group X real estate project,in order to improve the marketing level of Y Group X real estate project and achieve the project sales target.It is expected that it will provide an effective reference scheme for the marketing strategies of other commercial real estate projects.