Research On Marketing Strategy Of Guangdong Dongguan Dingfeng Real Estate Group Co. Ltd.

After going through ups and downs, the development of the real estate industry in China has already transferred from the initial profiteering industry into the era of little profit, while the competition of the real estate industry is being intensified. In order to suppress the blind development of real estate industry, the government takes macro-control over the real estate industry. In this case, the market analysis and environment analysis, and making marketing strategies are very important for the success of real estate enterprises. In this paper, to take the Guangdong Dongguan Dingfeng Real Estate Group Co. Ltd as the research object, this research makes a brief introduction to the current state of the market development, analyzes the existing problems of the industry and the company, and uses the literature review and experience summarizing, makes SWOT strategy based on the real estate industry macro environment and micro environment analysis, formulates a series of marketing strategies in terms of its products, price, channel, and promotion, which are in accordance with the actual situation of the Dingfeng Real Estate. The research fruits are of guiding significance to the Dingfeng Real Estate marketing activities, and provide reference to other real estate companies in making marketing strategies.This paper is divided into six chapters. The first chapter is the introduction part which briefly introduces the research background, the research significance, the research status and the framework of this paper and its research methods. The second chapter is the characteristics and development trend of real estate marketing, the introduction of the concept of real estate marketing and the characteristics and development trends of real estate. The third chapter is the analysis to the development and existing problems of Dingfeng Real Estate, mainly to the internal and external environment of Dingfeng Real Estate, and to its marketing strategy. The fourth chapter is about the making the marketing strategies, including product strategy, price strategy, channel strategy and promotion strategy, and analyzes the possible problems in the process of the implementation of marketing strategies. The fifth chapter is the guarantee of Dingfeng Real Estate marketing strategy implementation measures. The last chapter is the conclusion and prospect.