Research On Marketing Strategy Of TKC Project Of ZBTK Real Estate Co.,Ltd.

In the past two decades,real estate,as an important pillar industry in the development of the national economy,has gradually become the main economic growth point in the development of the national economy.Earth-shaking changes have also taken place in the real estate market in my country,and a new industrial pattern has gradually formed after continuous adjustments to market laws.Especially since the "19th National Congress of the Communist Party of China",the state has insisted on the concept of "houses are not for speculation",and with the continuous marketization of the real estate industry,the competition faced by real estate companies has become increasingly fierce.In this regard,real estate companies need to keep up with the situation of the times,study and analyze market environment information,understand the target market,precise market positioning,and formulate scientific and appropriate marketing strategies in order to survive in the fierce market environment.This article takes the TKC project of ZBTK Real Estate Co.,Ltd.as the research object.It first clarifies the research background and ideas,and then studies the core theories of marketing and the characteristics,functions and elements of real estate marketing to lay a theoretical foundation for subsequent research.Next,a detailed analysis of the project market environment is carried out.One is to analyze the macro environment to understand the policy,economic,social and technological environment;the other is to analyze the regional real estate industry,study the investment,sales and supply and demand of the real estate industry,and use Regression analysis method analyzes the relationship between real estate sales area and real estate investment,completed area,and housing prices,and judges the real estate market situation in Zibo;third is to analyze the potential customer groups and main competitors of the project to provide data support for subsequent research;fourth is to use SWOT Analytical method to analyze the advantages,disadvantages,opportunities and threats of the TKC project.Then,based on the analysis of the project’s market environment and using STP theory,the market segmentation,target market and market positioning of the TKC project were completed;using the 4P marketing mix theory,the product strategy,price strategy,channel strategy and promotion strategy suitable for the project were formulated.Finally,guarantee measures were formulated for the smooth implementation of the TKC project marketing strategy.The marketing strategy designed in this article for the TKC project can closely integrate the market environment,bring higher economic returns to the company,and bring livable residences to local residents,forming a win-win effect on the economic value and social value of the project.Small and medium-sized real estate companies have certain reference significance,and can also provide reference for the marketing of real estate projects in third-and fourth-tier cities.