The Marketing Strategy Of Tangshan Fu Li Residential Community

With the deepening of reform and development of market economy,reform as one of the pillar industry of the national economy the real estateindustry is also deepening,with the real estate market is growing and growing and increasingly fierce competition,the government's macro-control policies introduced gradually,the emergence of the real estate product structure is not reasonable,and real estate resources the shortage and excess of two kinds of state at the same time.Refers to the state of excess in some residential commercial housing difficult to sell,can not find a suitable buyer resulting in some real estate developers to obtain cash flow to the normal operation of enterprises;and the shortage is that despite the large number of commercial housing vacant area,but for some reason,people are very difficult to buy high quality the housing,the housing conditions did not improve the effect,improve the happiness index of which will have a direct impact on social harmony and stability.The marketing of real estate developers,from site selection,design,construction and completion of the whole process of combining the development of national policy,economic and other macroeconomic factors,through a variety of ways and means to sell to consumers and establish good relationship with customers,to meet consumer demand.If the developer can transform the customer's potential demand into sales volume,it will be beneficial to its own sustainable development.As a result,the life and death of real estate developers is closely related to their marketing methods.However,at present in our country,some real estate developersmarketing concepts behind,most still pursue "market-oriented" or "low cost oriented",not really from the customer's needs,grasp the consumer psychology,the correct positioning of the target market,so there are two states mentioned above.Based on the above background,this paper analyzes the marketing strategy of real estate,which has important theoretical and practical significance for the future exploration and improvement of the real estate marketing industry.The paper is divided into six chapters.The first part is about the background and purpose of the research.Combined with the current research situation at home and abroad,it is found that there are many problems in marketing mode and need further improvement.The second part is based on the review of existing literature,combing the marketing theory and development of real estate,from 1980 s to early twenty-first Century,the popular 4P theorywas challenged by the new marketing theory.Relative to the market demand centered "4P" theory,today's popular 4C and 4R theories put customers at the core,pay attention to customer satisfaction,and advocate cultivating customer loyalty.This article will take this as a theoretical framework for research.The third part mainly analyzes the real estate market in China,analyzes the current situation and causes,and discusses the factors that influence the purchase of consumers.The main role of this chapter is to link the preceding and the following chapters,and draw the four or five chapter.Because of this paper to Tangshan City Fuli international community as an example,the basic situation of the fourth chapter chapter describes the district's own characteristics,analysis of SWOT and this district expansion project marketing research,this residential developers face complex consumer motivation and brutal competition in the market should take what marketing mode.The fifth chapter of the paper is to develop a series of marketing strategies for project competitive inferiority and project threat,divide the meticulous target group,implement price strategy,channel strategy and promotion strategy,and independently innovate the marketing strategy,and achieve great achievements,which is worth learning from.The sixth chapter concludes that marketing is the real estate development and operation of the crucial step,if enterprises want to remain invincible must conform to the market orientation,must take the customer demand as the primary goal,with the dual market diversification and improve people's material and spiritual level,satisfaction of customer expectations will continue to increase,therefore,must carry out to evergreen enterprises analysis from the target population segmentation,market segmentation and marketing strategy and other aspects of exploration and innovation,and to promote innovation and appropriate marketing strategies for low-income housing estate industry health for a long time,so that it will not be eliminated by the market.At the end of the paper,the suggestions and prospects for the future real estate marketing are put forward.