The Real Estate Marketing Strategy Of J Company In Yongchuan District

In recent years, real estate has attracted widespread attention from various sectors of society, the main reason is: first, the rapid development of real estate it has become one of the main driving force in Chongqing and the country’s economic growth, and there is a lot of intensive investment in housing prices in Chongqing, housing prices have been rising; on the other hand, in order to stabilize prices, curb housing prices continue to rise,the government has formulated a series of macro-control. Contradiction between the two make the real estate industry exposed the disadvantages in the rapid development, such a small scale in Yongchuan city, which the urban population is less than one million, real estate companies have been significantly affected.In this paper, by studying real estate marketing relevant theoretical knowledge, based on the status of development of the company J, we discussed the impact of environmental change on J company’s marketing strategy. First, from a theoretical point of introduction of the strategy and the real estate market connotation of marketing strategy, then learned that the overall situation in Yongchuan real estate development and marketing of the company’s current situation and the main problems, and then use PEST method to analyze J’s external environment, meanwhile J company’s main competitors are analyzed.Finally, taking these findings, we got the conclusion that the STP strategy and 4P strategy should be improved and gave my opinion.STP theory and 4P theory as the classic theory of marketing has been occupying a very important position, but with the change of the environment, the simple combination of product, price, channel, promotion has been unable to adapt to the current economic environment.Therefore, in this study, creatively will 4V and 4P theory, in J company marketing strategy adjustment of views put forward, give full consideration to the marketing strategy of differentiation, functional, and strive to by creating added value to win the recognition and trust of consumers.