Weifang H Real Estate Co., Ltd. Marketing Strategy Research

This article is based on marketing theory,on the premise of domestic and foreign real estate marketing theory and the present situation,combined with the characteristics of the real estate market in Weifang,through the PEST analysis of the Weifang H Real Estate Co.Ltd.located in the market environment analysis.Then,on the real estate marketing theory,combined with the 4P marketing theory,STP analysis and SWOT analysis,the Weifang H real estate company’s marketing strategy is studied,and pointed out the advantages of the company,the marketing strategy of the weaknesses,opportunities and threats,also emphasizes the problems.Finally combined with 4C,4V and other marketing theory of the Weifang H home Co.,Ltd.marketing strategy to improve the measures,the specific circumstances of the following:The author uses the PEST environment analysis method,points out that Weifang H Real Estate Co.,Ltd.should be closely related to the country’s relevant policies,and to make a quick response,timely adjustment of product strategy.When the country to open the two child policy,should be carefully analyzed the impact of this policy on the family structure.The author puts forward to the company should be increased in the apartment layout in the project planning stage of future(110-140m3)four bedroom apartment layout design,which can not only meet the number of consumers on the housing room requirements,but also reduce the cost of purchase,with strong marketing competitiveness.From the 4V marketing theory "value added " angle and the "convenience" of 4C theory,Weifang H Real Estate Co.,Ltd.should strengthen the establishment of supporting facilities and commercial service outlets.Especially for the development of the company’s larger projects,based on the standard recommended to set the primary school kindergarten,and can greatly promote the real estate project marketing.In this paper,the author according to the 4V marketing theory of "differentiation" elements and the consumer demand survey,Weifang H home Co.,Ltd.proposed marketing "standard room" proposal.Not only can satisfy the consumers desire to release the bag,work and rest time,and reduce the harm of indoor decoration pollution,but also for the purchase of budget control in theaffordability range.In the face of the current real estate market with the decoration of the housing is basically the hardcover room,the development of "standard room" with a very good marketing space.Starting in 2015,the state began to vigorously promote the "assembly building"as the core of the modernization of the construction industry.The author finds that the characteristics of the assembled building will be built to break the traditional buyers choose the passive apartment layout restrictions,and the "housing marketing model will become the future private custom is an important direction for the development of prefabricated residential buildings.That is,consumers can according to their own needs to determine the number,size and location of the rooms(except where the kitchen and bathrooms),the formation of "private custom" marketing model,Weifang H Real Estate Co.Ltd.should advance to assembling building long-term planning and marketing model development.