Research On Marketing Improvement Strategy Of A Real Estate Project Based On AISAS Theory

Since the 1990 s,Chinese government has promoted the commercialization of housing in its real estate market,which has fueled the rapid development of this industry.Such factors as the changeable relationship between supply and demand,real estate speculation and so on have caused the price of the real estate industry to increase irrationally.For a long time,regulations,new policies and control of real estate from the central government to local governments have been frequently put into use.Thanks to the implementation of the policy of "purchase restriction and price restriction" in many places and the positioning of the central government of "housing without speculation",the irrational development of real estate has been curbed to a certain extent.In addition,China’s real estate industry has also experienced many years of development,and the demand in the market is slowly tending to saturation,especially in some cities with relatively poor resources,where even the phenomenon of oversupply appears.When the production technology of the real estate industry is relatively mature,the cost gap between developers for the product itself is not large.In order to obtain higher income,major real estate enterprises undoubtedly face greater challenges in the marketing management of products.H company has been deeply rooted in Chengdu for nearly 20 years,but due to the great changes in the market,the development of H company is blocked.The sales of project A,which is mainly sold in Chengdu,is facing a very passive situation.The profit space is greatly reduced and the competitive environment is fierce.However,the marketing management of project A does not take appropriate measures,which puts it at a disadvantageous position in the market competition.Firstly,this thesis makes an indepth analysis of the internal and external environment of project A.From the analysis,it can be seen that project A is facing a more severe internal and external environment and market competition pattern,and the whole market trend is not conducive to the sales of project A from a macro point of view.Then,with the help of AISAS theory,this thesis obtains the factors that may affect the marketing performance of project A through expert consultation,attains the key influencing factors of many influencing factors through questionnaire survey,and analyzes the problems existing in these key influencing factors of project A.Finally,based on the problems and according to the actual marketing status of project A,this thesis puts forward targeted improvement strategies for the existing problems in the attention stage,interest stage,search stage,action stage,sharing stage and other stages of project A customers.In the research process of this thesis,based on the actual situation of project A,the AISAS theoretical model is used to study its marketing work,aiming to put forward feasible marketing suggestions for project A in the light of the actual problems in the marketing process.The suggestions put forward in this thesis are not only applicable to project A,but also helpful to the projects of other developers facing similar problems with project A.