| The real estate industry has experienced the development process as one falls,another rises the most potential for development,Qinhuangdao is located in the Bohai economic circle center,has become one of the people settled,pension,investment preferred city,Longitaihe group has become the main force of the coordinated development of Beijing Tianjin Hebei,the development of Bo Yue Shan project will be how to deal with the new changes in the situation.The group needs the optimization of the marketing strategy,improve the market competitiveness.In this paper,the theory and methods of real estate marketing,combined with the current situation of the development of the real estate market in Qinhuangdao,in order to Bo Yue Shan project as a typical case,the real estate project marketing strategy is discussed.First of all,this paper introduces the general situation of the project from two aspects of project general situation and marketing situation,focusing on analysis of the problems and causes of Bo Yue Shan project marketing strategy.Secondly,using the PEST model to the macro environment of the project were analyzed,using Potter’s five forces model to analyze the industry environment,then the Bo Yue Shan project internal environment from supporting products,marketing and business team human instances.Again,to optimize the design of marketing strategy for gold landscape county project,combined with the analysis of the SWOT project itself,determine the STP strategy development direction of Bo Yue Shan project,combining the 4Ps theory and 4C theory,game theory,the formation of complementary promotion situation,throughout the project marketing strategy design process.Finally,from the promotion of marketing personnel comprehensive quality,the inheritance and development of enterprise culture,effective use of management information system,marketing and financial support,improve the performance appraisal system and puts forward specific safeguard measures,to ensure that the marketing work ofBo Yue Shan project smoothly,achieve the desired sales.This paper studies the marketing strategy of the Bo Yue Shan project,which provides some help to the sales of real estate projects,and improves the effect of the marketing strategy,which has certain theoretical value and application value. |
