Research On Marketing Strategy Optimization Of Xianyang Ligao Yujingwan Project

Redco Yujingwan project is located in Xianyang high-tech zone,whichis a collection of various functions such as residential,business,shopping,entertainment and leisure as one of the urban context.But in the current downturn in the macroeconomic environment,Redco Yujingwan project sales situation is not optimistic,developers face a greater risk of operation.Based on Xianyang high real estate development co.,LTD and forces Redco Yujingwan projects after the field investigation,information collecting,think the project location plan and marketing mix strategy more problems.Redco Xianyang Company need to develop more in line with the project characteristics and the local real estate market marketing strategy plan,to solve the problem of project's current sales.In order to solve the above problem,do Redco Yujingwan project designing new marketing strategy,this paper first analyses the marketing environment of the project,within the Xianyang high-tech zone on the real estate market,competition project carried on the thorough analysis,using the SWOT method to analyze the Redco Yujingwan project itself advantage and disadvantage,opportunities and threats.Secondly,this article has carried on the market segmentation,select the target consumer groups,designed the project in the target consumers mind image more clear market positioning.Third,based on the reasonable marketing mix strategy as the main content of the marketing strategy,including product,price,channel,promotion four aspects of strategy,help promote product value of the project,design conform to the trend of pricing,customer management and 020 strategy as the core of channel construction,and targeted promotion.Fourth,this paper design the perfect safeguard measures,and has carried on the qualitative evaluation to effect.Xianyang high-tech zone in the current real estate industry is facing the situation of supply exceeds demand,to go slow,this article do Redco Yujingwan project to develop targeted marketing strategies,perfect,meticulous,help project to realize quick sales and quick collection and enhance the developer's returns,reduce the management risk,this paper research on the real estate trade of similar project has certain reference significance.