| As the key point of the real estate project operation,the marketing strategy decides the overall benefit of the project at the same time,and also affects the product promotion and sales benefit.Therefore,in the operation of real estate projects,it is necessary to formulate a reasonable strategy and win the market with quality and brand.This paper will combine the theory and practice of argumentation,in view of the Shenyang merchants garden city project and the location of the environment,the use of marketing,real estate marketing planning and marketing communication theory,the analysis of market demand in the macro policy,reasonable selection of the project objectives,and to develop the project marketing strategy,its conclusions are as follows:Comprehensive analysis of the relevant factors of the project itself,you can see the advantages and disadvantages are obvious.The main advantages of occupying the Olympic values in the project itself,Metro Line 2 and line 9 transfer locations,lots of development can be expected to meet the target customer expectations of product demand,marketing also has the advantage of support and other aspects of their own,disadvantage is mainly reflected in the high pressure of competition,developers and customers on the project of cognition not enough.After the SWTO analysis of the advantages and disadvantages of the project,after a series of preliminary research,target customer analysis,draw the conclusion: for the crowd should include middle class and above consumer groups,commercial office and apartment in the high-end positioning of the development of commodity.The depth of analysis of the various elements embodied in the theory of the project,put forward to experience consumption oriented marketing strategy,the marketing strategy put forward product planning strategy,detailed planning and the corresponding retail price strategy channel strategy and promotion of specific implementation strategies. |
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