Research On Marketing Strategy Of Real Estate N Project Of H Company

The real estate industry is one of the pillar industries of the national economy,and the development of urbanization provides the real estate industry with a rare development opportunity.In order to stabilize housing prices,the state has issued a number of control policies.The real estate "destocking" and "three red lines" policies put forward higher requirements for the marketing of real estate enterprises.Therefore,this thesis tries to take H company’s real estate N project as the research sample,analyze its current situation and existing problems,and put forward corresponding marketing strategies and optimization suggestions.On the one hand,together with the present situation of real estate regional differentiation,the marketing theory in the real estate industry,the application of theory of real estate industry marketing differentiated instruction,on the other hand when making project marketing measures to help real estate enterprises,through the grasp of the external environment,combined with their own situation,on the basis of the theory of marketing,develop in line with the actual situation of the marketing strategy,Increase the probability of project success.Firstly,this thesis discusses the macro and micro marketing environment of H company’s real estate N project.Secondly,based on STP theory,the market segmentation,target market and market positioning of H company’s real estate N project are discussed.Finally,the 4P theory is used to put forward the marketing strategy optimization suggestions of H company’s real estate N project.The findings:(1)on the product strategy,N project needs to expand to decorate delivery advantages,integration of model optimization and upgrade the function of the landscape garden construction design can improve the competitiveness of the products(2)on the pricing strategy,by taking advantage of competing goods project price and customer care parameters data,such as weighted calculated the competitive project pricing(3)on the channel strategy,Considering online promotion channels and offline promotion channels,the online channel is promoted through event marketing and social media marketing,and the cost-effectiveness factor is comprehensively tested.The offline channel is mainly to expand customers,and detailed expansion process is formulated to ensure the promotion effect.(4)In terms of promotion strategy,the success rate of sales can be improved through "core discount points+5 double discount combination" supplemented by price confidentiality measures.(5)Finally,From the dynamic talent training,operation management warning,marketing process information three aspects of H company real estate N project marketing strategy implementation of the safeguard measures,from the construction of dynamic salary system,strengthen the talent flow mechanism,the establishment of AB post system to develop talent training safeguard measures;The operation management guarantee measures are formulated from the establishment of the key node light warning system,the establishment of a third party to assess the node,and the establishment of a commando team to quickly fill the position after the early warning.From the intelligent sales management,customer management data and advertising cost efficiency three aspects to develop marketing team guarantee measures.