Research On Marketing Strategy Of Tianjin ZH Real Estate Company

The global economic fluctuations and national control policies have had a series of effects on the real estate market in Tianjin.The market has shown a downward trend since 2017,there is an oversupply of the full range of real estate products in all regions of Tianjin,and the real estate industry tends to become a red sea.Facing the ever-changing market,traditional real estate marketing methods have failed.Therefore,under the complicated and changeable real estate market environment in Tianjin,it is essential for real estate companies to ensure strong competitiveness and occupy a high market share.Innovative scientific marketing strategies are essential.Enterprises should occupy the forefront of the industry with comprehensive and meticulous marketing strategies,maintain steady growth in profitability,and achieve high-quality development.This paper conducts actual investigation and research on the needs of potential customers of Tianjin ZH Real Estate Company in a few steps.Firstly,it elaborates the relevant research background,research ideas,and research methods.Secondly,this article uses PEST to analyze the real estate industry environment,Porter’s five forces model to analyze the company’s competitive environment,and SWOT to analyze the status quo of the company itself.Therefore,a questionnaire survey was used to investigate and quantitatively analyze the satisfaction of potential customers of the Tianjin real estate market.It can be concluded that ZH local production companies currently have inaccurate product positioning in the early stage,unreasonable mid-term marketing channel allocation and project product price setting,unscientific marketing branding,and the failure on consideration of customer satisfaction(especially in post sale’s period).After in-depth analysis on these problems found the cause of these problems is the land after the early stage of the product positioning work lack of systemic and professional work,lack of marketing work fine management,attaches great importance to the degree of lack of brand marketing,prospective owner degree of satisfaction of the four aspects.Then,this article optimizes the marketing strategy of ZH real estate company: determine relevant marketing ideas and goals,apply STP strategy to the company’s product positioning research,further improve the marketing strategy of ZH real estate company from five aspects: product strategy,price strategy,channel strategy,promotion strategy and brand strategy.In order to ensure the implementation of the marketing strategy,the article also discusses the safeguard measures of the marketing strategy at the end of this article.Based on the marketing strategy theory and the research results of predecessors in related fields,combined with the actual marketing experience of ZH real estate company,this paper analyzes the current real estate marketing environment in Tianjin,develops corresponding marketing strategies for ZH real estate company.The research results will help establish marketing strategies of real estate companies in Tianjin or other similar cities in the country.