Research On Pricing Strategy Of The Baiyue Mansion Project In Lianyungang,Northern Jiangsu

Real estate has always been a popular industry,but there are also periods of mediocrity.The COVID-19 that began in December 2019 and the reasons for the subsequent changes in real estate policies have pushed the real estate into a cooling period.Therefore,many real estate companies have been hit by the market,and Caixin Group is also among them.Caixin Group needs to adjust its business strategy in a timely manner in order to have a foothold in the ever-changing market.This dissertation takes the Caixin Group Lianyungang Baiyue Mansion project as an example to study its pricing strategy.Firstly,this dissertation analyzes the financial situation of Caixin Group,a subsidiary of the Lianyungang Baiyuefu project,as well as the basic situation of the Baiyuefu project.It clarifies the problems in the current pricing strategy of the case enterprise when pricing the project.Secondly,based on the analysis of the current marketing situation of the Lianyungang Baiyue Mansion project,the PEST analysis model is used to analyze the external environment of the Baiyue Mansion project by combining theory with practice.An analysis was conducted on the market environment of Baiyue Mansion in Lianyungang from four aspects: macro policy environment,market economy environment,social environment factors,and technological and natural factors.Once again,the competitiveness of the Lianyungang Baiyue Mansion project was analyzed using the Porter Five Forces model,clarifying the strengths and weaknesses of this project.This dissertation takes the Caixin Group Lianyungang Baiyue Mansion project as the research object.Based on semi-structured interviews,comparative analysis,and other research methods,it explores the marketing environment,current pricing strategies,and existing problems faced by the case project.Based on this,it proposes optimization plans for pricing strategies and countermeasures to ensure the implementation of the plan.The research results indicate that:(1)The marketing environment faced by the case project is characterized by continuous tightening of real estate policies,a trend of "high in the front and low in the back" of land market heat,and a significant differentiation of the real estate market in Lianyungang.(2)The current pricing strategy of the case project has problems such as non-compliance with market development trends,low scientific level of pricing strategy standards,and lack of innovative product classification in pricing strategies.(3)It is recommended to optimize the pricing strategy from the aspects of project market positioning and pricing objectives,pricing methods,and project pricing adjustment contingency strategies.By forming a service marketing concept,improving promotional activity strategies,adjusting based on cost and price,and cultivating elite sales teams,the effective implementation of the project pricing strategy plan can be ensured.