A Real Estate Company In Xi'an B Project Marketing Strategy

In recent years,with rapid development,real estate market development is overheating,the situation of the excess inventory.Real estate industry to drive the industry chain of large,high proportion of national economy,a smooth and rapid development to our country economy has a significant impact.In order to cope with economic downward trend,the national economic work conference in 2016,put forward the "encourage each real estate enterprise should cling to the market,according to the development of the market to develop the corresponding marketing strategy,adjust the appropriate housing price""resolve real estate stocks,and promote the real estate industry sustainable development".B project is a large state-owned enterprises in xi'an development of a residential project,after 5 years of sales,on the one hand,it is hard to sales,high inventories have problems,on the other hand,the certain state responsibilities,to actively respond to a nation to inventory policy.This article selects B as the research sample,on the basis of the real estate market marketing theory,through the comparative research,system analysis and combination of qualitative and quantitative research methods,such as market through B project marketing environment analysis,determines the project's main target customer group B and B project's current competitive advantage.According to the theory of 4 ps marketing strategy combination,according to the characteristics of the real estate marketing,from product,price,channel,promotion,service and other aspects,made a more suitable for the project at this stage the marketing strategy of sales demand.At the same time,to ensure the smooth implementation of marketing strategy combination,made a set full of "take the customer as this" marketing idea,to form a "high energy" marketing team,to provide sufficient funds safeguard and the establishment of enterprises,customers,employees,three aspects of "win-win" marketing measures of enterprise human resources management strategy.This article marketing for xi "an of A real estate company B project activity provides A more practical solutions.At the same time,the real estate development enterprises of the same type design and implementation of marketing strategy also has important reference value.