Research On Marketing Strategy Of "A" Australian Real Estate Company

With the rapid development of China economy,overseas Real Estate investment has gradually become some investors' s new investment channels,to promote overseas real estate industry has entered a golden period of development.With the industry competition intensifies,the vast majority of overseas Real Estate enterprises are facing serious challenges.Homogenization of competition has forced many companies to break their existing marketing strategies and seek an innovative.As a company from the local Australian,A company has just entered the domestic maket of overseas real estate industry soon,is facing many challenges,it is particularly important to layout according to the actual situation of enterprises.Moreover,in the influence of consumer behavior,how to use the marketing strategy,make a good combination the marketing elements such as promotion,price,channels,products,so as to improve sales performance,enterprise quality brand image building is an important content of A companies need to consider.Base the guidance of the marketing theory,this paper first gives a brief overview of the current concepts and characteristics of the overseas real estate market,and then analyzes the current investment situation and market environment of Australian real estate.Furthermore,analysis of the current situation of A company,mainly to reveal the operation situation and problems,and combining the SWOT theory to find out the A company's strengths and weaknesses,opportunities and threats,make in-depth analysis of the internal and external environment.Then,based on STP market segmentation theory,combined with the characteristics of the questionnaire survey in Australian Real Estate,through data analysis,the main influence consumers to buy Australian property is the age,education level and income level,so as to find out The A company's market position.After adjustment,the product suitable for A company's current development strategy should be Melbourne's “House&Land” Package and school district housing project.Finally,based on 4Ps marketing strategy,combination the theory and reality,make a specific strategies for A company's product,price,channel and promotion,to enhance the company's sales and market share,shaping and achieve a good company brand.In view of the fact that there are not many literatures about overseas real estate companies,this paper hopes to provide relevant theoretical and practical reference for the overseas real estate company.More importantly,for overseas property investors,this article also has some reference significance when it invests in Australian Real Estate.