Research On Service Marketing Strategy Optimization Of Y Real Estate Agency Company

In 2016,the National Economic Work Conference proposed for the first time that"housing and housing should not be speculation",and relevant departments successively introduced a series of regulation policies.Thus,the real estate industry entered a new stage of "low growth,low profit,low expectation,and low fault tolerance".Real estate agent companies gradually developed extensively,which mainly occupied market share in the past by recruiting a large number of people.The traditional service marketing strategy has been difficult to adapt to the complex environment changes.The obvious trend of developers to build their own sales teams,the fierce internal homogeneous competition in the agency industry,the rise of channel distribution continues to seize market share,and the gradual enhancement of consumers’ awareness of living experience,all put forward higher requirements for the marketing ability of real estate agency companies.In this context,this thesis takes Y real estate agency company as the specific research object and conducts an in-depth study on its service marketing strategy.With the continuous adjustment of the domestic real estate policy environment and the continuous seizure of market share by competitive companies,Y real estate agency is in a predicament.This thesis starts with the analysis of the current situation of Y real estate agency’s service marketing strategy,makes an in-depth analysis of the problems faced by its service marketing,and pointed out the company in the market positioning is not clear,marketing concept is not timely change,salesman management system is insufficient,marketing process is not complete and other aspects of the reasons.Based on the analysis of the company’s industrial environment background,combined with customer research and analysis,this thesis puts forward the service marketing strategy optimization plan suitable for the company mainly with the help of 7P marketing theory,and focuses on more focused products,more three-dimensional channels,more professional teams and more complete services.Thus,the company’s new service marketing strategy is more suitable for the real estate market under the new situation,and thus stabilize the company’s market share.