Research On The Marketing Strategy Of WQ Real Estate Enterprises

Since 2019,the Central Economic Work Conference of the State Council has repeatedly reiterated the development direction of non speculation in the real estate market housing.In order to effectively implement the various indicators and tasks of the Party Central Committee and the State Council,various regions have actively responded to the call of the central government,improved various policies in the real estate market,effectively strengthened regulatory efforts,and taken multiple measures to combat the trend of "speculation in real estate",achieving obvious results.At the same time,it has also brought great challenges to real estate enterprises,intensifying competition in various aspects such as project planning,market positioning,customer resources,and marketing,The phenomenon of "sunlight" in real estate development in the past is gone forever,and some enterprises have encountered problems such as difficulty in deleveraging and broken capital chains.In the new market environment,the marketing situation of real estate projects is directly related to the profit and cash flow situation of enterprises.High quality products,clear customer positioning,and effective marketing methods have become important means for real estate enterprises to occupy the market and improve performance,and are also guarantees to help enterprises survive in the industry winter.This paper takes the WQ project of A real estate enterprise as the research object,based on marketing and real estate marketing theory,uses STP theory,7Ps theory,SWOT analysis and other tools,uses data analysis,literature analysis,market research and other methods,combined with the existing situation of the WQ project to conduct in-depth research and analysis,and finally forms recommendations to optimize the marketing activities of the project.Based on the previous marketing situation and internal and external environment analysis,this paper summarizes the problems existing in the current marketing strategy and strategy of WQ project of A real estate enterprise.On the one hand,from the perspective of strategy,the target market is not perfect due to the survey and a little deviation in the project positioning;On the other hand,due to strategic errors,the continuation of the existing 4P strategy does not meet the current market situation.On the basis of the analysis again,it optimizes the marketing strategy and marketing strategy of WQ project of A real estate enterprise,uses STP and 7Ps strategies to reconstruct the marketing path and means,and puts forward relevant optimization suggestions.First,further refine the market segments strategically,effectively tap the target customer groups with "room tickets",and further supplement the breadth and scope of target customers.Second,from the perspective of marketing strategy,we should further improve product quality and use differentiated product strategies to meet the motivations and needs of customers in the market segment;From the perspective of price strategy,it is necessary to further clarify the gradient strategy,give some preferential treatment for special floors and directions,and also use the preferential payment mode strategy;From the perspective of channel strategy,we need to change the channel thinking in the past and further open the market through the combination of multiple channels online and offline;From the perspective of sales promotion strategy,aiming at the problems of decentralization,on the basis of ensuring the brand style,we can futher integrate the forms of online advertising and offline activities to effectively cooperate with the marketing activities.This paper takes the WQ project of the most representative A real estate enterprise in Shenzhen as the research object,based on the current data of the real estate market industry in Shenzhen,to provide optimization suggestions for the WQ project marketing activities,which also has reference significance for the real estate project marketing activities under the current environment,and also provides reference for the current market as an empirical analysis.