Research On Marketing Strategy Of Taizhou China Resources Yuefu Project

At present,the domestic real estate industry is not booming,the whole industry is in a declining trend of development.In this case,real estate enterprises all over the country begin to face great development pressure.How to sell the developed projects smoothly has become an important problem that real estate enterprises have to face.China Resources Yuefu Project is a large-scale residential project developed by China Resources Land,a large domestic real estate enterprise.It is also a livelihood project focused by Taizhou Municipal government.Under the current market environment,China Resources Yuefu Project in Taizhou also encountered the problem of high difficulty in selling commercial houses,which caused a serious negative impact on the project revenue and brought great sales pressure to the project’s sales staff.Taking the project of China Resources Yuefu in Taizhou as an example,this paper conducts an in-depth analysis on the marketing strategy of the project,conducts a questionnaire survey on the householders of China Resources Yuefu Project in Taizhou,and understands the current product strategy,price strategy,channel strategy and promotion strategy adopted by China Resources Yuefu Project.Thus,I have a more comprehensive understanding of the marketing strategy system of Taizhou China Resources Yuefu Project.After an in-depth analysis of the current marketing strategy of Taizhou China Resources Yuefu Project,it is found that the main problems in the marketing strategy of Taizhou China Resources Yuefu Project include: product strategy needs to be improved,price strategy is not very reasonable,marketing channels are not diversified enough,and promotion methods are not attractive enough.Combined with the actual situation of China Resources Yuefu project and the status quo of marketing activities,it also points out specific optimization countermeasures from four aspects: first,optimize the product strategy of the project,focus on optimizing the house structure of the project,improve the fine decoration standard;Second,optimize the price strategy of the project,adopt differentiated pricing strategy,and develop dynamic price adjustment mechanism according to policy and market changes;Third,to improve the marketing channels of the project,we should start from online channels and offline channels to build more diversified marketing channels for the project and improve the overall marketing channel system of the project.Fourth,to enhance the attractiveness of promotion methods,the project can organize cross-border promotion activities,use new technologies to carry out promotion activities,and continue to innovate the promotion activities of the project.