Study On The Marketing Strategy Of LS Real Estate Company W Project

At present, the development of the real estate industry has made extensive management, high growth, excess profits of the gold for ten years in the second half-silver for ten years, with the increasing competition in the industry, the impact of the Internet and other sectors of the real estate industry, and the domestic demands of the post-80s and 90s, the traditional real estate marketing must be changed. Must be closely around the needs of our customers, to find the demand, on demand, to meet the demand. Real estate marketing to keep pace with the times has become more fashionable, but also more flexible, personalized.This paper mainly adopts the literature research method, investigation method, system research method. The purchase of the crowd on the W project to do in-depth research and analysis, with plenty of first-hand data and information.This paper takes LS Real Estate Company W project as the object, using the PEST model from three aspects of political, economic, social and cultural to analyse the external marketing environment of projects W. Analyzed from the four aspects of marketing, production, capital, organization of internal marketing environment of the company. Using SWOT method to analyze the W project’s advantages and disadvantages, opportunities and threats; In order to study the characteristics and needs of target customers, make and implement completed 400 questionnaires of target customers. Based on the research results, using the STP method, for segmentation, selection and positioning of the target market of W project; Finally, use the "4P" theory from four aspects of product, price, promotion, place, combined with the characteristics and status of the LS Real Estate Company to construct a complete set of marketing strategy.