Research On The Optimization Of R Project Marketing Strategy Of Real Estate Company

China’s real estate has entered an era of diversified and multi-dimensional competition.As a new first-tier city with more than 20 million permanent residents,Chengdu has a strong supply and demand market.In order to curb the rapid rise of housing prices,the government has introduced a purchase restriction policy.In such a competitive trend,marketing strategies have become an important tool for real estate to enhance its comprehensive competitiveness and development potential.However,for real estate companies,problems in the development and implementation of marketing strategies usually cause great losses to real estate companies.Therefore,how to diagnose the key problems and optimize the marketing strategy in a timely and effective manner when formulating and implementing the marketing strategy has become a difficult problem for real estate companies.S Real Estate Company,as a Western China real estate enterprise,TOP10,There are many successful benchmark works worth learning from in Sichuan and even Chengdu,This article takes the high-end luxury house R project built by S Real estate company as a case,Based on the 4P marketing theory,By questionnaire with 250 target customers and in-depth questionnaire interviews with 15 internal marketers,The problem of the marketing strategy of the R project was identified,Organized out four marketing strategy optimization factors and a number of secondary marketing strategy optimization factors,A completely new optimization factor evaluation model was constructed,The various optimization factors were then evaluated by a combination of qualitative and quantitative methods.Qualitative assessment introduced the Delphi method to improve the accuracy,By R Project internal senior managers,marketers and external experts,Through the quantification of the marketing strategy optimization factor,the influence weight of each optimization factor on the marketing results is obtained;Quantitative assessment used hierarchical analysis to further rank the optimization factors by relative weights,last,According to the evaluation results,four levels of marketing strategy optimization measures were proposed and implemented for all the optimization factors of medium and high impact weights,Including product differentiation and positioning,Enrich the product portfolio,Flexible adoption with multiple pricing strategies,Formulate preferential product policies,fully integrate online and offline marketing channels,and create differentiated selling points.