Research On Marketing Strategy Improvement Of Greenland Luhu Project Of Greenland Holding Group

At present,the state continues to vigorously carry out urbanization construction.China’s real estate industry is developing by leaps and bounds and the growth rate is accelerating day by day.In the process of development,China’s real estate industry policy has also been improving.With the continuous growth of the population in the city,people’s demand for housing is also growing,and buyers’ requirements for real estate are becoming more and more right.They need not only high-quality real estate,but also supporting relevant facilities and resources to meet their needs.The changing requirements of buyers also bring higher difficulties to real estate marketing,especially the current changes in national policies on the real estate industry and the reform of the real estate market,For the real estate industry,only when we really grasp the practical needs of consumers,can we quickly sell the house,and improve the marketing level of the project through feasible marketing strategies,can the real estate enterprises achieve real long-term development.This paper comprehensively studies the current situation of Greenland Luhu county project and the problems existing in the first phase,in order to provide guidance and basis for the improvement of marketing strategy in the second and third phases of the project.Firstly,it summarizes the research background and significance of real estate marketing.Secondly,this paper introduces the situation of Greenland Luhu project,explores the external macro environment of Greenland Luhu project,combined with the internal situation of the project,points out its problems such as lack of product characteristics,unclear price advantage,low channel efficiency and lack of innovation in promotion strategy,and analyzes the reasons.Then use the relevant marketing theory to formulate the marketing strategy improvement of the project from multiple dimensions.Then from the five aspects of system guarantee and human resources guarantee to ensure the smooth implementation of the strategy improvement,it is expected to achieve a more ideal implementation effect.From the perspective of real estate project marketing and guided by the needs of users,this paper explores how to do a good job in real estate project marketing in a differentiated way,pays attention to the bilateral exchanges between real estate products and customers,guides Greenland Luhu to innovate and improve the current marketing strategy according to the advantages and opportunities of the project,formulates the marketing strategy in line with the market development trend,and improves the brand influence and competitiveness of the project.At the same time,it can also make a certain contribution and reference value to the development of China’s real estate marketing.