Research On The Real Estate Marketing Strategy Of Dashang Group

As countries continue to regulate the real estate industry, the real estate industrycompetition intensifies day by day, make our country real estate industry continue to berational. The formation of the real estate industry of buyer’s market, makes the real estatemarketing is playing an increasingly active role, however, China’s real estate market is stillin its primary stage, many real estate enterprises only focus on marketing strategy, andignore the marketing strategy, making the real estate enterprise development productshomogenization, operating risks continue to increase.At the present stage of our country real estate market environment, the real estateenterprises can win in the competition, mainly in its ability to market and provide customersneed products, and that developers must take the market demand as the guidance, take thecustomer as the center, according to market demand and the development and constructionof real estate products, and to create the perfect the product model to guide the customerneeds, enhance customer value, so as to promote the continuous development of enterprises.Therefore, in a sense, real estate marketing strategy is the key to business success or failureof the relationship between real estate enterprises, in order to ensure the healthy and rapiddevelopment of the real estate industry, the real estate marketing strategy research isparticularly important.Study on the marketing strategy of real estate is what companies do and how to do,what kind of market demand, market segmentation and positioning of the enterprise how,with what kind of resources, how to perfect combination of products to create the marketdemand, and make the enterprise the core competitive advantage. In this paper, thedevelopment of commercial real estate business group as an example, through introducingSWOT theory, CS strategy, STP strategy (Marketing) marketing strategy theory, in-depthanalysis of various resources, big business group customer target market and big businessgroup, the successful experience and through the analysis of big business group hasdeveloped projects and problems the conception of big business group, marketing strategy.With China’s urbanization process continuously thorough, the development of commercialreal estate business group have a brilliant future. In this paper, a thorough study of bigbusiness group commercial real estate development model from the angle of the marketingstrategy, has the certain reference value for the formulation of the group’s commercial real estate marketing strategy development.