Study On The Optimization Of The Marketing Strategy Of GC Real-estate Group

Affected by slowdown of macroeconomic growth, the real estate market is experiencing competition increasing, profits diluted and entered the” New Normality”. Accompanied by the influence of administrative means and government policies such as anti-corruption, property tax, real estate registration, the housing price will be suppressed further and there seems to have little hope to rebound in short term. More and more enterprises focus their attention on inventory removing and capital return. All the housing enterprises are addressing their main challenge of real estate marketing in different ways. The marketing practices of some large real estate enterprises are studied and followed by the small and medium-sized enterprises(SMEs). Especially, cooperating with large enterprises has become the effective way to learn fast, to improve, and optimize its own marketing mechanism.This paper was planned to take the Country Garden Hengyang Project as the research subject, analyzed the marketing combination and marketing strategies,, by that to provide the foundation for the theoretical research of housing marketing and optimalization of marketing for the GC Group.. The marketing combination and strategy played a great role in the great success of Hengyang Country Garden real estate project, which including, breaking the pattern of the real estate marketing relying on the sales team or agent;fully implementing " the whole people marketing"; launching targeted marketing to the people who are similar in professional property or income, and bringing up “the spheres marketing” theory; inviting the potential homeowners to the perfect display zone, which presents them with a real experience of the apartment type, environment and facilities, by these to propose the "experiencing marketing" strategy. This paper intended to analyze the marketing management of the project, dig out the underlying supporting actions, such as cooperation of marketing and project team, the support of management systems, the implementation of each process, the utilization of external environment and so on, as to find out the secret of its successful marketing.Based on the analysis of Country Garden Hengyang Project, the paper tried to find out some merit of Country Garden’s marketing model and take this merit in GC group’s marketing innovation and guide GC group to establish their new marketing system in accordance with the demand of its own development.