Research On Marketing Strategy Of S Commercial And Residential Project Of TY Real Estate Company

Since the reform and opening up,our economy embarked on the road of high speed development.As the mainstay industry of national economy,real estate plays a vital role in the economic development of our country.Along with the rapid development of real estate,the white-hot competition and the high pressure government control policies become increasingly fierce.In this context,the quality of real estate marketing strategy has a direct impact on the economic performance of the project,and is closely related to the cash flow of real estate development enterprises.Therefore,all major real estate enterprises attach great importance to marketing work,and promote marketing strategy to the highest strategic level of the company.All real estate enterprises need scientific,systematic and comprehensive marketing strategy.Due to its late start and low market share,TY Company’s real estate development business is not on track.The S project,as TY Company’s first commercial and residential real estate development project,has a large volume and rich formats,making it difficult to market.Therefore,based on the development environment of the real estate market in Xi’an,this article conducts an in-depth analysis of the market development and marketing links of TY Company’s S project.Based on the results of market research,targeted marketing strategies are formulated,which is beneficial for accelerating project sales speed,accelerating sales fund recovery,ensuring the healthy and stable development of TY Company,and providing effective reference for marketing strategies of other plots in the future.On the basis of a large number of literature reading,this paper combs the relevant theories and relevant research results at home and abroad.First of all,this paper uses PEST analysis,competitive environment analysis,internal environment analysis,SWOT analysis and other tools to analyze the marketing environment of TY Company S commercial and residential project.Then the paper describes the customer through questionnaire survey and customer interview,and carries out market segmentation,market selection and market positioning based on STP theory.Finally,the thesis puts forward the marketing strategy and safeguard measures of TY Company S commercial and residential project.Through the research on the marketing strategy of the S project of TY Company,it clearly points out the direction for the marketing work of the S project,and plays a positive role in the real estate marketing ability of TY Company.At the same time,the real estate marketing strategies and ideas in this paper can also be used for reference by other real estate companies.