Research On Marketing Strategy Of BAYS Real Estate Project

With the importance of the real estate industry in national economic development becoming increasingly prominent, the real estate industry has been the research point of the academia. How to design the real estate project marketing strategy has been the hot issue for the industry and the academia.This paper takes the BAYS project developed by the JC Company, and analyzes the internal and external environment it faces, and the opportunity, threat, advantage, and disadvantage of the project through SWOT analysis, then formulates reasonable marketing strategy. The purpose is to explore the development direction of China’s current real estate project marketing strategy, so that real estate developers to combine their own conditions and changes in the external environment to develop the best marketing strategy. Through the research, it is found that the real estate companies can’t break the government policy in the development of the new project, and it should grasp the development opportunities brought by the policy by accurate analysis; Real estate projects are large-scale investment, the company should conduct a comprehensive market survey before the investment to understand the situation of the competitors and the demands of buyers, to carry out the market positioning and find the market blank; Due to the larger size of the project, although it includes the market more comprehensive demand, but be in the face of some of the product selling difficultly, which requires the companies to develop appropriate marketing strategies, so that the new sales could breakthrough; In the development of the real estate projects marketing strategy, it needs to think about the current situation of the project, set up the marketing strategy, to further offset the disadvantages and threats of the project; Deep excavation of the group around the old customers, it should become a breakthrough point of the real estate project marketing, reputation marketing can save a lot of marketing costs, but also to improve the company’s brand awareness and loyalty; The smooth implementation of marketing strategy also requires a series of security measures, and these security measures have no fixed template, only according to the specific analysis of the specific circumstances; The important degree of the marketing strategy in the real estate project development process is self-evident.