Research On The Marketing Strategy Of Guiyang Dream City Real Estate Projec

The explosive growth of house prices in 2005 has been replaced by the "three red lines" to curb real estate investment,and the time has arrived for "stable land prices,stable house prices,and stable expectations" to take hold in 2022-a period of significant importance for China’s economy.Guiyang’s real estate market is closely related to the ups and downs of the national trend.Guiyang Dream City is the most representative commercial real estate sales project in Guiyang,which mainly focuses on apartments and shops.From "leading the way" in the field of shops and apartments sales in 2017,to now,"a hundred battles" is facing the shops market with 87 months’ de-chemical cycle and the apartments market with 24 months’ de-chemical cycle.Guiyang Dream City can only guarantee not to fall out of the top ten.During this period,the dream city project is facing a series of problems,such as a cliff-like decline in customer volume,low confidence in real estate investment,unfavorable price and poor after-sales service reputation.The current fascination lies in how to gain a solid foothold in the intense market rivalry and guarantee "survival".This paper exhaustively employs literature research,questionnaire survey,comparative analysis,and other research methods.To start,the research standing of pertinent theoretical literature both domestically and internationally is evaluated and summarized,and the notion of commercial property is elucidated.Secondly,it introduces the operation of Guiyang Dream City,and through a questionnaire survey of visiting customers of Guiyang Dream City,obtains the current marketing status of Guiyang Dream City from the aspects of customer portrait,home purchase purpose,cognitive approach and project attraction,and discusses the existing problems and reasons.The paper,employing a five forces model and SWOT analysis,conducts a thorough examination of Guiyang Dream City and its market environment,from which the core marketing strategy is derived.Utilizing STP theory,the market is divided,the target market is secured,and the market is positioned.Finally,the project’s marketing strategy is thoroughly examined and the implementation assurance is presented.This paper’s research results demonstrate that,due to the state’s consistent control of the real estate market and the numerous projects in Guiyang entering the market for commercial and apartment products,Guiyang Dream City must optimize product construction and utilize lean marketing tactics to achieve differentiated marketing of casting competition barriers,thus guaranteeing the refund of product sales.Offering an empirical foundation for its own advancement,and also furnishing a reference for analogous projects in the same field.industry.