Research On Marketing Strategy Of Real Estate

Along with the development of the era, the rapid rise of the economy, and the growth of population, the demand of China’s housing market is increasing, real estate development enterprises spring up like mushrooms, and our country’s real estate industry is in forming.For the great profits, a large number of enterprises are attracted to invest in real estate.At present, the real estate of our country is in the period of structure adjustment, the market environment is not stable, which reflects on the change of market demand, the demand of the market dominated by the seller before has been dominated by the buyers now. As a result of the real estate enterprises’ competition heating up,the materials and labor costs ‘continue to increasing, the corporate profits is declining obviously.At the same time, the regulation of the national government to the real estate industry also has a series of change.With the changing of today’s real estate economy and the market trend, real estate companies have to upgrade in management, in the face of these adverse trends. more attention should be paid to the real estate marketing management to keep the enterprise competitive advantage and core competitiveness in the more and more unfavorable situation.Real estate sales performance depends on a number of factors, but one of the most crucial factor is the novelty and unique of the enterprise marketing planning.By the comprehensive comparison of some representative famous real estate enterprises in our country,we know their marketing model mainly focus on the analysis and grasp of real estate market information, know consumers’ demand very well, and adjust the enterprise marketing strategy according to the national policy,and the market information, only in this way the enterprise’s comprehensive competitive power can be enhanced.The outstanding real estate enterprises must have corresponding good marketing strategy.By combining theory and practice, the analysis and research to explore the real estate marketing strategy will be shown in this paper.I take Wuhan Jian Hong Real Estate Company marketing strategy as the object of study. In recent years, Wu Han Jian Hong real estate company in marketing has got certain ascend, however, compared with domestic real estate enterprises and the local medium real estate enterprise there is still a certain gap.In order to promote the long-term development of Wuhan Jian Hong Real Estate Company, the company’s marketing apartment and staff’ marketing level should be enhanced through a system planning.The author has conducted a thorough study to the STP, 4P, 4C,4R four theory, draws the conclusion: there is an inherent link between the four theory, but the focus is not the same, which can be mutually complementary to each other, to form a complete set of marketing theory system.The STP theory is a strategic theory, which is suitable for the formulation of marketing strategy;the 4 p and 4 c and 4 r theory belong to the same tactics layer theory, the former support a specific guidance to carry out the marketing mix, the latter pays attention to the improvement of the marketing mix in order to maximize customer satisfaction.In this paper the Wuhan Jian Hong Real Estate Company’s marketing strategy proposed by the author is the comprehensive application of the STP, 4P, 4C,4R four analysis. First, have a clear strategic direction of the enterprise development, which a basis to develop marketing strategies; second, develop the marketing mix based on the last step; third, improve and perfect the marketing mix, in order to achieve customer satisfaction optimization.In this paper, the current mainstream of integrated marketing theory is comprehensively applied to the real estate enterprise marketing strategy formulation, which has more advantages than developing marketing strategy according to the theory of single before, and shows a stronger opera bility.