Research On Marketing Strategy Optimization Of JT Company In Foshan

Since the beginning of the new century,China's housing reform and industrialization and urbanization have accelerated in 1998,and the real estate industry has witnessed rapid development.The real estate industry has become the pillar industry that promotes the development of our national economy,and drives the development of related industries.With the maturing of the domestic real estate market,the reform and innovation of the housing and land system and the regulation policies of some cities have intensified the competition pattern of real estate development projects.How to develop a scientific and rational marketing strategy based on customer needs,how to win the heart of consumers,and even become a key factor to determine the success of development projects.In the market competition pattern of opportunities and challenges,how real estate enterprises can accelerate the marketing of real estate and recover the capital quickly is becoming an urgent problem to be solved.Under the fierce market competition,real estate enterprises must identify competition situation,grasp the market opportunity,combining the characteristics of real estate projects,develop clear marketing strategy,seize the consumer's consumption behavior and psychology,so as to prevent capital backlog,caused by the houses a large number of unsold in challenging competition seeks the development,get considerable profits.This article selects the foshan bright JT company marketing strategy as the research point of the project,adopt the way of field investigation and research into the company gain first-hand information,based on the data sorting,use of PEST analysis model and porter five models of the macro environment of the market and the marketing present situation,put forward the current problems in project sales,and along the classic theory of "4 p" marketing theory,proposes the bright project marketing should begin from the four dimensions are optimized.We should attach importance to market research and define product positioning.In addition,the original product price strategy and marketing channel strategy should be re-optimized to improve the sales network.In addition,product promotion and promotion should be improved to improve the information coverage.In this paper,based on the current state of general principle,direction,close contact with the local policies,expectations for foshan JT company's marketing management explore an effective path,promote orderly competition of real estate industry,enhance the core competition of the real estate enterprises.