Research On Marketing Strategies Of Real Estate Project BL In New Normal

Nowadays,the real estate industry is no longer thriving as before.Under the background of economic downturn,the serious problems such as high inventory,continued slide of Investment growth.At the same time,with the ideas of supply-side reform in “New Normal”,“de-stocking” has undoubtedly become a big challenge for the real estate industry and a important segment to our country economic work.Therefore,China's real estate market competition will be more incentive over a period of time in the future,which requires real estate enterprises pay more attention to the development & construction of real estate projects and the adjustment & improvement of marketing strategies.Comparatively speaking,with the more inventory and poorer marketing capability,the real estate companies in three or four line cities are facing more acute problems.Based on the background of “New Normal”,this research focused on the real estate projects in three or four line cities and selected BL projects as research object.Firstly,this essay analyzed the macro-environment with PEST framework and the internal & external conditions with SWOT framework.Then,this essay put forward a series of optimization strategies and safeguard measurements from a practical,targeted and creative perspective,in order to provide beneficial reference for the healthy development of our country real estate industry under the new situation.In conclusion,the real estate project BL simultaneously has advantages in location,supporting facilities,brand,project scale,and disadvantages in the living atmosphere.In addition,the real estate project BL simultaneously face the opportunities on product & brand scarcity and urban expansion,and the threat of large inventory and increasingly fierce market competition.Eventually,this essay put forward a series of optimization strategies:(1)to completely renew marketing concept and atmosphere;(2)to exert differentiated and accurate positioning;(3)to use Big Data;(4)Strengthen the marketing ability based on new media.What's more,this essay put forward a series of safeguard measurements:(1)to gain continuous feedback of the marketing effect and exert dynamic adjustment;(2)to upgrade the marketing efficiency based on the construction of information system;(3)to improve marketing personnel quality.