Research On Marketing Strategy Of Xi’an Agile Real Estate Project

Real estate,as one of the pillar industries of China’s national economy,is closely related to the country’s economic development.Especially under th e New Normal of the economy,the real estate market is undergoing profound changes.The purchasing power of the real estate market has declined significantly,leading to the formation of oversupply competition in the market.For real estate enterprises,how to gain competitive advantage in the more intense market competition has become a key issue.Therefore,this article takes the Xi’an Yajule Real Estate project as the research object,conducts research on its marketing strategy,analyzes the current problems in marketing work,and finally proposes specific optimization and guarantee measures to help improve marketing efficiency of the Xi’an Yajule Real Estate project,thereby enhancing its market competitiveness in the Xi’an region,and providing certain reference for other real estate projects.This article takes the Xi’an Yajule Real Estate Project as the research object,and uses case study and survey research methods for research.Firstly,introduce the relevant real estate development projects,real e state marketing concepts,marketing concepts,STP theory,4P theory,and integrated marketing theory;Secondly,combining the STP theory and the 4P theory,the current situation of the marketing strategy of Xi’an Yajule Real Estate project is analyzed,and it is concluded that the current Xi’an Yajule Real Estate project has problems such as inadequate market segmentation,unclear target market,inaccurate market positioning,lack of creativity in product design,inflexible price,too single channel,mechanized promotion,etc;Once again,a comprehensive analysis is conducted on the macro environment,regional supply and demand,and regional products of the Xi’an Yajule Real Estate Project.It is concluded that the Xi’an Yajule Real Estate Project is current ly facing fierce competition in the Xi’an real estate market,and the opportunities and challenges brought by the macro environment to the Xi’an Yajule Real Estate Project are analyzed,providing a certain reference for the formulation of marketing strateg ies in the following text;Finally,based on the research results of the paper,optimization and guarantee measures are proposed for the marketing strategy of Xi’an Yajule Real Estate Project,including optimization and improvement of market segmentation a nd target market,identification and positioning of competitive advantages,house design improvement,property service improvement,operation thinking improvement,pricing differentiation,targeted use of preferential discounts,focusing on online marketing channels,precision self marketing channels,customer information to boost sales promotion Carry out promotions in various forms,create excellent sales teams,optimize sales performance reward and assessment systems,etc.The research in this article combines the latest market competition environment,and its conclusions to some extent enrich and update the research results of regional real estate project marketing strategies;However,there are also issues with a single research method and incomplete da ta in this study.In future research,it is necessary to further enrich the data sources and adopt quantitative research methods for data analysis to improve the comprehensiveness and scientificity of the research.