H Real Estate Company X Building Marketing Strategy Research

In2012, the Chinese real estate industry is facing an unprecedented test, China’s real estate enterprisedevelopment is also faced with a major transformation. H real estate company in the face of the fiercecompetition, the X building marketing strategies for project sales success becomes very important. Throughthis paper studies can realize meaning from two aspects: on the one hand, the macroeconomic regulationand control of the person that buy a house consumption demand, is to the specific environment of realestate marketing theory, this paper is of positive theoretical meaning; On the other hand, through thespecific consumer demand research, develop H company X building building marketing strategy, can assistH company better building marketing work.This paper USES the consumer behavior research theory, marketing research technology and realestate market theory, the residential commodity house market thorough, thorough investigation of themarket, the residential commodity house market consumer purchase behavior characteristic of statisticalanalysis. On this basis, the H company X building dish marketing strategy design, reduce H company inblindness and liberty of marketing strategy, enhance the marketing decision the pertinence and validity.First of all, analyses the H real estate company external marketing environment, and to project their ownfactors on the SWOT analysis, Then, through setting investigation questionnaire survey on consumerdemand, and USES the maslow’s hierarchy of needs of the person that buy a house consumption demandanalysis, determine the X building dish market positioning; At last, from X building developmentpositioning, pricing, brand marketing strategy, advertisement strategy, sales strategy and profit of specificmarketing strategy design. Put forward in X building location, humanization design, personalized design,technological design, whole life residential; Building in the initial stage entering the market, take a lowerprice to enter the market, take "low open high to go" strategy; In the promotion of comprehensive useconcentrated time strategy, time balance strategy, seasonal time strategy, holiday time strategy.Through the research, pass for H real estate company X building dish next marketing work forreference, at the same time to the present stage our country real estate enterprise marketing strategy makecan also provide some new ideas.