Research On Marketing Strategy Of F Real Estate Company’s Y Project Under The New Media Era

The rapid development of new media has penetrated into all walks of life,and the popularity and application of e-commerce have provided new and broader marketing ideas for the marketing of real estate enterprises.In recent years,under the influence of the macro economy,the development speed of real estate has gradually slowed down.Many large real estate enterprises have changed their marketing mode,built new media platforms for real estate,integrated online and offline data resources,and broken through the current marketing dilemma.Since the second half of 2019,some projects of F Real Estate Company have entered a stagnating period,including Project Y.Therefore,the transformation of the marketing model has become an urgent move.Relying only on the original traditional marketing model has been unable to meet the existing market demand.In this paper,the Y project of F Real Estate Company is taken as an example.Based on the new media environment,the marketing strategy of the project is studied,with the purpose of improving the competitive advantage of the project and expanding the brand influence of the enterprise.Through environmental analysis,this paper analyzes the marketing status quo of Y project of F real estate company,and summarizes the problems existing in the existing marketing mode and the limitations of development.Analyze the external macro environment,industry environment and consumer situation,find out the characteristics and changes of the current new media market,make a SWOT analysis model based on the analysis of the internal environment of the company and the project,and select the growth strategy of SO strategy as the marketing strategy of Y project through the analysis model.STP marketing theory and 4P marketing theory are used to carry out marketing planning conforming to the development of new media era.According to the research of this paper,under the new media environment,F Real Estate Company should strengthen its own brand building,accurately position the target customer group of Y Project,select the appropriate new media platform according to customer positioning and customer needs,and carry out corresponding marketing actions for different types of platform channels:The online sales office was built on the portal platform,the live sale of houses was carried out on the short video platform,the construction of WeChat public account was optimized to strengthen the interaction with customers,and the independent application platform was developed to provide threedimensional services for customers.At the same time,we will enhance the added value of the project products,create a humanized garden-style community,and use the competition-oriented method to develop a competitive pricing strategy.On this basis,it gradually tries to develop more new media marketing methods,such as cross-border marketing,search engine marketing,event marketing and so on.Implement limitedtime discounts,low down payments,group purchase discounts and other promotional activities through online channels to improve the attention and advantages of online channels.Finally,to do a good job in finance,talent,organization and other aspects of the necessary guarantee,to ensure the smooth implementation of marketing strategy.