Research On The Marketing Strategy Of A Real Estate Company

The real estate industry is important for the development of industry in our country. In the process of economic development in our country, the real estate industry has played an important role. With the continuous development of our country’s economy, the urbanization level unceasing enhancement, our country real estate industry has been rapid development, at the same time also more and more fierce competition. Especially in the last two years, the real estate industry in our country there is excess capacity. In this background, force real estate companies to put the company’s overall marketing strategy research to rise to the strategic height of enterprise development, also asked the real estate industry to gradually turn in the thinking of oriented for production to consumer groups and the social demand as the guidance; From simple sales, promotion and other traditional marketing into a comprehensive systematic marketing strategies.Under the guidance of the real estate marketing theory, this paper analyzes the macro environment and the internal marketing environment of the enterprise and through the analysis of the marketing situation of A real estate company, and focuses on the problem of the A real estate company’s marketing and the causes of the problem. Through the analysis of this paper, it can be seen that the product positioning of the A Real Estate Company is not accurate, the homogeneity is more serious; Price strategy is lack in integrity and flexibility, making the unmarketable product become more serious; The company’s distribution channels are single and narrow coverage; Promotion is lack in innovation, and is a mere formality. The underlying causes of these problems lie in marketing concept lagging behind, brand awareness is not strong, neglecting marketing team construction. Aimed at these problems, this paper puts forward the optimization measures for the marketing strategy of the company. It stressed the importance of a clear product positioning, effective customer segments, to build multi-dimensional customer segmentation strategy and product positioning strategy; optimizing product prices and marketing channels, improve the user’s product experience, improving product promotion, and the coverage of information, establishing the overall marketing concept, establishing the brand, improving the product brand value, paying more attention to marketing team building and etc.Through the research of A real estate company marketing strategy, this paper provides a reference for other small and medium-sized real estate company to develop a reasonable marketing strategy.