Research On Marketing Strategy Of H Real Estate Company

In 1998 China around after the abolition of the housing distribution system,to start the implementation of monetary allocation,with the implementation of the housing mortgage policy,began to move toward commercialization,real estate investment into a period of rapid development,the real estate industry has become one of the pillar industries of the national economy.However,in the real estate industry development also appeared many problems,lack of trust,the price of real estate industry in the fast growth of product,housing vacancy rate is high,can not afford to buy and sell a sharp contradiction between the serious plaguing China's real estate industry,real estate enterprises ignore the reason for marketing a great the proportion,especially in the project positioning and market segmentation,target market selection.Although H real estate company has been established for nearly 20 years,but still exist the above problems,in order to win a place in the fierce competition in the real estate industry,real estate companies must do a good job of pre marketing.Scientific segmentation of the market,combined with enterprise resources and project positioning,matching the most favorable target market,and then develop effective competitive strategy.This article takes the modern marketing strategy core STP strategy as the theory foundation,takes H real estate company's marketing practice as the research object,elaborated in detail the H real estate company's marketing present situation,the existence question and the reason.In this paper,firstly,the internal and external environment of H real estate company is systematically analyzed.On this basis,the advantages and disadvantages of the company as well as the opportunities and threats are analyzed by means of SWOT.Then according to the H real estate company in the target market marketing problems and causes of these problems,as the main body of this chapter,the related theories and tools,analysis of how to implement the STP strategy,and improve the quality of the marketing team,improve customer satisfaction and increase the proportion of humanized marketing etc.to ensure the STP strategy practice effect.Through the comprehensive and detailed analyses,the results of this paper are as follows: one is the analysis of the application of STP strategy in real estate marketing,market segmentation,target market,market positioning,the three have aprogressive longitudinal and transverse contact,the Association;two is in the market segmentation using three level subdivision in the model,improve the segmentation efficiency at the same time also makes the market segmentation more accurate description;three is the consumer satisfaction and project positioning Association,in order to better grasp the market demand;four is to ensure that the STP practice,in this paper to enhance the marketing team quality,improve customer satisfaction and so on are given specific advice.The H real estate company's problem is universal,so this paper takes marketing planning of H company as the research object,especially in the development and implementation of market segmentation,target market and market positioning,gives specific ideas and scheme,and the security measures also gives detailed advice,so it has a certain the reference value,especially for small and medium-sized real estate enterprises.