The Research On Promotion Strategy Of The Y Project Of W Real Estate Group

In recent years, the rapid development of the real estate industry in China has brought intense competition. Homogenization in the product has been more and more obvious today. What kind of marketing strategy, promotion strategy could obtain a good sales performance in a number of competitors; developers are already thinking about the problem. Good promotion strategy embodied in the product positioning, marketing, advertising strategy and a series of process, need the resources integration. W Real Estate Group is a group for the national real estate development enterprises. Y project is one of the most important projects of W Group. In order to make the project more accurately located, quicker to be promoted, develop a set of effective marketing strategies, have become top priority. Sub-four chapters to the real estate project marketing theory and practice of Y prerequisite for the study, systematic exposition of the W Group, the market environment and the Y project status to the relevant marketing theory to support the market on the Y project positioning, marketing strategy planning and implementation of research.The first chapter introduces the W Group and Y project's current status, the external macro environment, industry competition and the environment. The first is the use of PEST analysis to analyze the entire market, the largest external environment, PEST analysis is mainly through the analysis of the current political (Political), the economy (Economic), social (Social) and technology (Technological) which affect the business development in four major categories of external environmental factors, for enterprises in the development of the market planning, product, pricing strategy and business development strategies to provide some help. Companies in operation with the international convergence, due to complexity of China's consumer groups, market capacity and market has great potential to develop product strategies, pricing strategies and marketing strategies must be fully taken into account regional differences, income and consumption levels and other factors.Secondly, the use of Porter's five forces model to analyze the industry's competitive environment, Michael ? Porter (Michael Porter) in the early 80s made for the analysis of five forces competitive environment for business analysis model. Porter's Five Forces model belongs to the external environment analysis of the micro-environmental analysis is mainly used to analyze the pattern of competition among enterprises of the industry as well as industry and other sectors relations. According to Porter (M. E. Porter) view of competition in an industry, not only carried out in the original competition, but there are five basic competitive forces affecting the development of enterprises. 5 kinds of forces include: the bargaining power of suppliers, the buyer's bargaining power, and the threat of new entrants, the threat of substitutes and industry competitors, and the level of competition. These five basic competitive forces of the status and comprehensive strength, determines the intensity of competition in the industry, which determines the ultimate profit potential of the industry, as well as the flow of capital to the industry level, all this ultimately determines the capacity of enterprises to maintain their earnings. A viable strategy to make the first should be included to identify and evaluate the five kinds of power, the characteristics and importance of different forces due to the different industries and companies change, Porter's competitiveness model significance is that the five competitive forces of resistance in the contains the three types of successful strategic thinking: overall cost leadership strategy, differentiation strategy, specific strategy.Finally, a SWOT analysis concluded the marketing strategy direction.Chapter II of the STP strategy, primarily through the analysis of a clear Y project market segmentation, market selection and market positioning. As competitive in today's society, consumer demand vary widely, enterprises can not be on the entire market for all customers. Market segmentation based on the choice of the company's most attractive and effective occupation of that part of the market in mind, and develop the appropriate product plans and marketing plans for their services, so that enterprises can with limited resources, both human and financial resources available be able to produce the maximum benefit to the local level, determine the target market for enterprises and products in target markets to establish certain characteristics, to select those with the corporate mission, objectives, resources, conditions, and so has the market space, create a predetermined image, in order to gain a competitive advantage.The third chapter analyzes the promotion strategies of the Y Project. Promotion, respectively, for four different strategies: (1) on-site promotion strategy; (2) print advertising strategy; (3) prices which makes policy; (4) public relations strategies for the design and analysis.The fourth chapter is the promotion of Y project impact assessment.Through the text we have reached that, market segmentation and market positioning are important for us to make a promotional strategy for the project. Promotion strategy should be fully taken into account market conditions and social environments and in accordance with the situation of their own.