Research On Optimization Of Value-Added Business Marketing Strategy Of Chengdu LH Property Company

In recent years,with the listing of many large and medium-sized property enterprises,the capital market has paid increasing attention to property enterprises,and the property industry and property enterprises have ushered in a period of rapid development opportunities and critical periods.With the development of the industry,property enterprises have transformed and changed,while doing a good job in the traditional "four guarantees" service,they will put more energy into value-added services with higher profit margins in order to obtain better development.However,with the cautious expectation of today’s world economic recovery,the value-added service income and profit of property enterprises have shown a slowing growth trend.How to develop value-added business with high quality has become a problem for value-added services for property enterprises.Therefore,the author of this thesis takes the value-added services carried out by Chengdu LH Property Company as the research object,and analyzes the macro environment of the property by using the PEST method by using 7Ps marketing mix,STP,4C and other related theories,and finds that the macro environment of LH Company is superior.Based on case analysis,employee interviews and owner questionnaire surveys,it is found that LH’s value-added service marketing strategy has problems such as the service process has not been standardized and systematized,the team configuration and the business development stage are not matched,the correlation between products is not strong,the price has no competitive advantage,the brand awareness is not hi gh,and the satisfaction of community e-commerce is not high.Based on the actual situation of LH Company,this thesis puts forward the following suggestions for LH Company’s value-added service marketing strategy: clarify product positioning,price value,service process standardization,brand communication tangible,and sales systematization;And put forward two measures of all-staff marketing and digitalization to ensure the implementation of marketing strategies.Through this study,it is shown that in the context of highly dispersed and competitive industries,relying on the improvement of a certain aspect alone to increase competitiveness and maintain high-quality growth is obviously not up to expectations.The use of 7Ps marketing portfolio to optimize LH company’s value-added business marketing strategy,so that LH company’s value-added service revenue and profit maintain uniform growth,which can provide reference for other property enterprises to carry out value-added business,so that it can carry out value-added services more quickly and effectively,so as to promote the performance growth of property companies,achieve customer satisfaction and smooth business development,and enhance the significance of property enterprise valuation.