Research On Marketing Strategy Of ShouFuZuTuan Villa Project In Hunan Province

This paper first studies the marketing environment of the "capital group" villa project,and analyzes the external environment.Analysis of the macro background of China's current real estate market,including the project's external environment,including the present supply and demand and national policy,the market also includes real estate status of the project location,analysis of Changsha Zhuzhou Xiangtan market situation,customer needs and preferences,and the analysis of Changsha Zhuzhou Xiangtan on the market competitors.In addition to the analysis of the external environment,this paper has also carried on the an alysis of ShouFu villa project of the internal environment,first carries on brief introduction to the general situation of the project,understand the basic situation of the project,as well as analysis of project management,including the analysis of the organizational structure,financial analysis and marketing ability.According to the internal and external environment of the project,the SWOT analysis is carried out to understand the advantages and disadvantages of the project,the opportunities and ch allenges,and the four strategies according to the strengths,weaknesses,opportunities and challenges.Then,the market positioning and market segmentation is carried out,and the target market selection is locked on the basis of the market,and the marke t positioning is carried out.According to the market positioning results,this paper puts forward the strategy of product and service,and the guarantee measures of marketing strategy.In the research project of the external environment,we now have the p ressure to the inventory of real estate market,the state introduced policy,led to Changsha city part of the housing demand and investment demand to the surrounding city,while Zhuzhou and Xiangtan real estate market thanks to the city Changsha demand spillovers and local promotion policy,real estate the market trend of vigorous development.According to the analysis of competitors in Changsha Zhuzhou Xiangtan,this paper considers that this project belongs to high quality products in the market,and its competitive advantage is more prominent.Through the internal environment analysis,this paper concludes that the project construction quality is higher,the financial situation is better,but the organizational structure and marketing ability of the drawbacks of this conclusion,and proposed to change the marketing strategy.Next,the market positioning is carried out in this paper.In this paper,the characteristics of the project should be considered as the three attributes of "compound real estate,healthy ecological real estate and investment real estate",and the marketing plan is designed accordingly.According to the market positioning,this paper analyzes four strategies of product strategy,price strategy,channel strategy and promotion strategy,and puts forward the corresponding methods,finally,this paper analyzes the possible problems in the process of strategy implementation,and put forward should reconstruct the marketing organization,strengthen personnel training and employee motivation difference three safeguard measures.