JC Company A Real Estate Project Marketing Program Optimization Research

In recent years,due to the slump in the real estate market,the country has repeatedly issued "loosening" policies for the real estate industry,but the premise of "housing not speculation" remains unchanged.Therefore,the real estate market control needs to be adapted to local conditions,take a combination of measures,and fully implement the three stability policy of "stabilizing housing prices,stabilizing land prices,and stabilizing expectations",so as to promote the healthy and steady development of the real estate market.According to this premise,Chinese real estate enterprises need to optimize their marketing schemes in time to gain some seats in the current real estate market.This paper takes the current marketing plan of A real estate project of JC Company as the research object.Firstly,the relevant background of the development of the real estate industry is introduced,and then the relevant theories of the real estate marketing of domestic and foreign scholars are sorted out and analyzed.Secondly,based on marketing theories,this paper analyzes the current situation of the marketing plan of A real estate project,finds out the existing problems in the marketing plan,and summarizes the corresponding reasons.Then,it analyzes the macro environment of the current development of the real estate market from four aspects: policy,economy,society and technology,and micro-analyzes the local environment where the project is located.Finally,based on the 4P theory,this paper proposes an optimization plan and corresponding safeguard measures for the product,price,promotion and channel for the marketing plan of A real estate project.Through the analysis and research of A real estate project,this paper can not only provide a certain reference for the optimization of the project’s marketing plan,but also guide JC Company to develop reasonable marketing plans for other real estate projects.It is hoped that the thinking of real estate marketing plan and specific optimization plan in this paper can provide practical and effective effect and certain reference significance for the future real estate marketing.