The Research On Marketing Strategies Of Epoch Scenery Project On Yazhong Real Estate Company

Changji,Xinjiang,as one of the Silk Road Economic Belt important city,along with the implementation of the western development strategy and the national "The Belt and Road" strategy,the real estate industry ushered in the springtime of development.In the era of Epoch Scenery Project,adhering to the development orientation of "casting energy saving,environmental protection and efficient intelligent community",we will create the brand of the people's livelihood brand and export the word of mouth effect,and provide high-end housing for the people of Changji and the investors of the Silk Road Economic Zone.It is of great practical significance to meet the needs of customers and achieve win-win results for regional governments,ordinary people and enterprises.We need to do systematic research from the perspective of marketing strategy.In this paper,we take Epoch Scenery Project on the Yazhong Real Estate Company as the research object and take the marketing theory as the support,starting from the investigation of the company's basic situation,the basic situation of the project and the current situation of the project marketing,we find out the problems in its marketing.Then,the external opportunities and threats,internal advantages and disadvantages are analyzed,and the strategic direction of marketing strategy improvement is obtained through the analysis of SWOT matrix.The formulation of marketing strategy is the core chapters,through the analysis of subdivision factors used to the real estate industry,the three sub factors of this project,the era of emperor landscape project of the target market was determined by three-dimensional diagram analysis,according to the target market to adjust the market positioning of the project:Chang i City environmental protection the scarcity of high-end residential wisdom.Then,the core of this paper is aiming at the problem of field orientation and target customer needs further optimization,project differentiation refinement and the lack of publicity,the price strategy is less flexible and not very well reflect the value of the project,the lack of new promotional activities ",around the target market customers put forward a systematic strategy of 4P.The product strategy is the first of 4P.This article expounds the product difference,the product combination,the brand and the service.The highly concerned price strategy adopts active competitive pricing and differential pricing strategy.In the channel strategy,we choose the dual channel model of independent sales and agent sales.In terms of promotion strategy,we take the advertising propaganda under the combination of online and offline and breakthrough in key areas,and promote the sales of products through personal sales promotion,personalized promotional activities and multi visual public relations activities combined by direct selling team and brokers team.Finally,aiming at the problem of market research is not deep enough,the lack of professional talents,sales of high-end residential project quality,project schedule delay,property service work is not carried out effectively ",put forward to strengthen the project market research and training of professional marketing team and establish traceability mechanism of the project and continue to improve the operational management of the project proposals.It is hoped that this study will promote the sales of the project and provide help to the sale of high-end residential projects in small and medium-sized cities.