| With the implementation of reform and opening up,the marketization of real estate,and the steady advancement of urbanization,the real estate industry has gradually become one of the pillar industries of the Chinese economy.The rapid development of real estate enterprises has improved the quality of our people's living standard.However,with the vigorous development of the industry,the competition among real estate enterprises has become increasingly fierce.In order to make the real estate industy develop healthily and steadily,the government has continuously introduced various macro-control policies and gradually improved the supervision and control of the real estate market.Restrictions on living conditions and development space have forced real estate companies to upgrade their marketing strategy research to the strategic height of their overall development They have to turn the company from production-oriented enterprises into demand-oriented targets and transformed single sales into systematic marketing.This article takes the Hanlin Tianzhu project of Anjian Real Estate Company Yaohai Branch as an example.Based on 4Ps theory and by applying theory to practice,this article summarized the background situation of the company to which the project belongs and the basic situation of the Hanlin Tianzhu project,the market:ing status and the basic situation of the project environment Given analysis from four macro perspectives lidke politics,economy,society and technology and the micro-analysis of the market conditions and competitors in the project area.This article based on a comprehensive compilation of a large number of documents,by using SWOT analysis,STP theoretical analysis,4Ps and other theories also uses the methods such as the combination of theory and practical methods.The analysis,combined with the actual situation of Yaohai District of Hefei City,made a market segmentation and selected the target market,and proposed the marketing strategy combination of Hanlin Tianzhu Project.Firstly,through the recruitment,training and incentive system,a high-quality and professional sales team will be established.After the relatively poor products enter the maket at a low price,the market effect will be created quickly.Price discounts and discount promotions will be carried out according to the sales situation and sales stages.At the same time,the mode of joint sales of e-commerce and distributors will be adopted,as well as the channels of expanding the customers and the old and new owners will be adopted within the employees.Through relying on a series of activities with the theme of"National Style",holographic projection and VR technology to display the actual effect of all household types in an all-round way,as well as various promotion methods such as experiencing the quality and function of Hanlin Tianzhu middle and high-end residential projects,the target customers can intuitively enhance their perception of the project.At the same time,developing the"customer-centered"services in the whole process of sales to make sure that buyers can have the same service experience whether in the pre-sale,mid-term or after residence.Finally,the implementation of the proposed sales strategy is guaranteed from the financial,personnel and cultural aspects to ensure the smooth development of the entire sales strategy.It is hoped that this study will make the sales activities of Hanlin Tianzhu Project more competitive,and thus stand out in Yaohai District,which is still dominated by the seller's market,and as the first mid-high-end residential project of Anjian Real Estate,it will provide some reference for the company and other real estate companies to layout similar projects in the future. |
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