Research On The Marketing Strategy Of Anhui HS Group’s Hemufu Project

Adhere to the "House is used to live,not used to speculation," the positioning,requiring the return of housing residential attributes,and promote the rational return of the real estate market.The property market from the original seller’s market to the buyer’s market gradually changes,the real estate industry is facing unprecedented sales bottlenecks.Following the continuous thunderstorms of real estate enterprises across the country,the recent support of "Three arrows" and "16 financial articles" to high-quality housing enterprises in the supply side from guaranteed delivery,the major banks cut down the mortgage interest rate for the first home loan,because of the city policy of macro-control policy on the real estate market gradually relax policy,to promote the transformation and development of the real estate industry.As a new first-tier city,Hefei’s real estate sales market regionalization is remarkable.With the full liberalisation of the epidemic,Hefei’s property market received a series of favourable policy support,such as the current mortgage lending rate falling from 5.88%to 4.1%,the lifting of purchase restrictions in the new station district and Yaohai District,and a 30%down-payment ratio for the first home in the city,county first down payment of 25%,the unsalable area of the first 10%down payment or even zero down payment,real estate enterprises to customers to pay for the purchase of five years of loan interest,the "Return home wave" is obvious,but the "Return home purchase wave" is not obvious.There are 10,000 registered "1,000 people wave" in the provincial capital plate.Based on a large number of references,combined with marketing theory and learning real estate marketing strategy success and failure cases,it adopts STP theory,4p theory,marketing theory and SWOT analysis method.According to the current situation of the real estate market,combined with my experience as Anhui HS Group Harmony Government Project Management.First of all,this paper introduces the basic situation of Anhui HS Group,the introduction of Harmony Government project,the marketing strategy and methods from the project,and analyzes the problems of marketing strategy in the actual sales process of the project.Secondly,through the analysis of macro-environment and micro-environment,using SWOT model to analyze the project,get the current situation of the project and the reasons for its existence,make full use of advantages,improve disadvantages,grasp opportunities,to circumvent the threat.Based on STP theory,this paper makes market segmentation from three aspects of population,location and consumption behavior,and defines the target market and product positioning according to the project itself.Finally,the 4P theory on the marketing of products,prices,channels and promotion to make the feasibility of the project marketing strategy,Anhui HS Group’s sustainable development of reasonable implementation recommendations.The final part of the paper is divided into three parts,including work summary,main conclusions and deficiencies.Through analysis,the problems existing in the implementation of the marketing strategy of the development project are found out,and solutions are given for each problem.It points out the deficiencies in the writing process of this article,and analyzes the main reasons for the deficiencies.This paper has certain practical and theoretical value,is related to my major and work,and can provide more practical basis for my follow-up work.