Research On LD Project Marketing Strategy Of XG Real Estate Company

As one of the main component parts of national economy in China,Real estate is the basic means of subsistence for human being’s survival and reproduction, and one of the important measure yardstick for a country’s level of economic development and people’s living standards.In recent years, along with the increasing companies, the growing property sector and the updating mortgage policy, the competition has become heated. The marketing strategy of real estate can be a efficient ensure of successful and effective the business activities for real estate. In today’s increasing vigorous market competitive and changeable environment, it is necessary to establish a systemic and new marketing strategy for real estate project to maximize value of the real estate enterprises, and realize the sustainable development of the project and enterpises.XG Real Estate Company (XG group) was founded in July 18,1992.For 20 years. We always keep the business purposes of XG make life more beautiful.and do what the government thinks and the market needs.Through the simultaneous development of industry and capital management, XG company has formed the current industry layout, which displays the real estate as the main industry, supplemented by energy, finance and other related industries. In 2014, LD project was officailly launched, which suggest that 2015 annual show of XG Real Estate Company will be a grand opening, and that XG company has finally taken a step.This study aims to develop the marketing stategy for LD project hosted by XG Group according to marketing theories at home and abroad.We taked LD project hosted by XG Group as the object, used comprhensively strategic management theories and methods and combined with the current develoment situation and dynamic changes of Xi’an city real estate industry to explore the present marketing problems of LD project. Followed by performing the reasonable segmentation and positioning of target customers of this project, we developed the corresponding marketing strategy according to 4Ps theory. On this basis, we proposed several innovative strategic suggestions to ensure the implementation and continuous improvement of this project maketing strategy, thereby constructed the general system of marking strategy for LD project.This research divides into six parts, the main contents of each chapter are shown as follows:The first chapter is introduction, in which we elaborate the background, significance and purpose of the topic, then summarize the present research ideas and methods, and finally put forward the organization,innovations and deficientcy of this research.The second chapter reviews and explains the application mechanism of 4Ps theories of real estate marketing, and summarizes the previous related conclusion, which will be the basic part of further research.The third chapter analyzes the marketing situation of LD project, and puts forward the current existing problems in the project marking using external environment PEST, core competitiveness of enterprises,industry competitors and SWOT analysis methods.The fourth chapter analyses the positioning, market segment-the group of customers to target of LD project and developes a combination of market strategy using the 4Ps theory as the guidance through studding on the marketing mix of target market choosing, product strategy, price strategy, channel strategy, promotion strategy four dimension.In the fifth chapter, based on the above analysis of the project and market status, and from the actual point view, we propose countermeasures for the implementation of marketing strategy of LD project.Finally, the sixth chapte, as "ending", we summarize the main conclusion of our article,and discusse the limitations and research diection in the future.