Research On Marketing Strategy Of The Central Residence Of L Company

The real estate sector in China has undergone tremendous changes over the past40 years reform and development in the commercialization system,not only reflected in the improvement of per capita housing for Chinese citizens,but also in the real estate industry becoming a key pillar industry for the country’s economic development.With the continuous development of the Chinese real estate industry,the constantly rising prices of commercial housing have put pressure on residents to purchase homes.In order to achieve the healthy development of the real estate industry,the government has continuously adjusted its policy regulations,adhering to the principle that "housing is for living in,not for speculation," and pursuing the goal of "stable housing prices,stable land prices,and stable expectations." Periodic tightening and relaxing policies have been implemented to promote the healthy circulation and development of the real estate industry.It has become a consensus that the Chinese real estate industry is entering a downward phase and is at an inflection point.Real estate marketing is a crucial component of the industry,and how real estate enterprises can learn to use innovative marketing strategies in the new market environment is crucial for their survival.This article takes The Central Residence of L Company as a case study.Through the combination of theory and practice,PEST analysis is used to analyze the market environment,Porter’s Five Forces Model is used to analyze the competitive environment,and SWOT analysis is used to analyze the strengths and weaknesses of the project as well as the opportunities and challenges faced by it.Based on the analysis of the internal and external environment and the study of the problems of the project and customer needs,this article proposes marketing strategies for The Central Residence of L Company from the aspects of product,price,channel,and promotion.In terms of product strategy,the article suggests to differentiate the project through clear positioning,improving supporting services,building brand competitiveness,and meeting customer needs.In terms of price strategy,the article proposes to adopt flexible pricing methods,such as penetration pricing and differential pricing,to better suit the ever-changing market conditions.In terms of channel strategy,the article suggests to establish and regulate multi-channel marketing,promote through agent and channel companies,promote the development of old-for-new and all-people marketing,and combine with online channels to continuously provide project products to the target market.In terms of promotion strategy,the article proposes to strengthen brand promotion,seize market opportunities,and conduct various promotional activities such as discounts and group buying to increase market share.The research in this article has significant implications for the marketing of The Central Residence of L Company.Through the study,not only has effective theoretical support been provided,but also guarantees that the The Central Residence of L Company can seize opportunities and achieve sustainable development in a challenging social and political environment and a fiercely competitive market.