The Marketing Strategy Optimization Research Of R Real Estate Company Project S

After the developing after many years,China’s real estate has finished the evolution from 0 to 1,from slight to massive,from important to vital.The process makes giant influence to real estate by macro environment and policies.The land policy,bank policy and housing policy have been adjusted and managed by systematic and dynamic ways.It makes the real estate develop to be normalized,elaborated and professional,the industry is becoming more mature in the volatile situation.The central economic working conference submitted “Houses are for living in,not for frying” policy since 2016.Then the industry,finance,credit and trading policies followed up.The new environment makes changes to the real estate developing modes.The normal modes in the past focused on the important factors in projects developing,such as finance,engineering,sales.Then seeking for more advantages and shares by elaborate or direct ways.The healthy,stable and long-term development of business after environment changing,it depends on the reinforcement of managing,and also the understanding of economic policies and environment.The optimization and promotion of sales in dynamic times by the market trends and actual conditions will solve sales problems,then it will have positive effects on management and development.The R real estate company is famous in the country,it’s experienced in projects developing and managing.The paper chooses the S project sales strategy optimization as a research object,it makes a comprehensive analysis to the S project positioning and sales strategy in PEST,STP and 4P theories and surveys.The problems in sales contain the products,price,teams and effects.The problems origins are from the mismatching of positioning and products,ignoring of markets volatility,intellectual laziness,insufficient capacities.The paper proposes the full optimization in positioning,products,price,channels and promotion,then raise the safeguard mechanism in human resource,organizational system and marketing capability for good results.The optimizations are expected to improve the core values and marketing effects of S project,then the good marketing performances will have better operating efficiencies to reach the targets of healthy,stable and long-term development.