Research On Marketing Strategy Of XTC Residential Projects In Jinan City

With the rapid development of our country’s economy and society,real estate has become one of the most important industries in the development of national economy.It has provided tremendous impetus for the development of social economy.However,with the development of the real estate industry,market competition intensified,in the absence of perfect industry mechanism under the constraints of the development of the real estate industry has many problems,so the government adopted a series of policies and measures to regulate the real estate industry,the real estate industry to ensure a healthy and sustainable development.Although this part of the policy is conducive to the development of the real estate industry,but short of the real estate industry has caused some impact,in this context,the real estate enterprises the most urgent problem is how to enhance the competitiveness of their products,and constantly expand the market share.Residential project as the largest real estate sub project,in the process of project sales,not only need to ensure product quality,but also make reasonable marketing planning.Generally speaking,the real estate investment scale is big,if can return the funds in time,put into the next project,will bring more income.But for some small developers,they do not pay attention to project marketing planning,still using the traditional sales model.In the new market situation,this business model will suffer failure sooner or later.To maximize the success of the project,it is necessary to formulate a scientific and reasonable marketing plan,so as to minimize the project cost and improve the operating efficiency.In the new policy environment and market environment,how to quickly seize the market,obtain higher market share,and bring higher profits for the XTC residential project is an urgent problem to be solved.Marketing is one of the main ways to expand product awareness,enhance the competitiveness of enterprises,thus XTC residential projects need to determine the appropriate marketing strategies according to their actual situation,and the effective strategy into practice,the completion of the marketing objectives.This paper takes "XTC residential project in Ji’nan" as the object of study.First of all the research background and research ideas,then explains the core concepts and related theories lay a solid theoretical foundation for further research;and then the Ji’nan city residential real estate market situation analysis,then the scope of the study will be reduced to XTC housing project,launched a detailed analysis on its current situation and existing marketing strategy problems of using PEST analysis and SWOT analysis,the real estate enterprise development project oriented market segmentation and positioning.According to the market segmentation and positioning,target market positioning of the project,from the product,price,channel and promotion to develop the four aspects of the company’s marketing strategy;finally for XTC housing project marketing strategy successfully implemented to develop safeguards.This article finds out the problems encountered in the process of project marketing,and puts forward some targeted measures for improvement.In order to provide correct guidance,improve the marketing effect of XTC residential projects in addition to analyze the Ji’nan real estate market environment and competition pattern,provide a reference for real estate enterprises to develop strategic goals,this is not only conducive to the promotion of Ji’nan City real estate group bigger and stronger,but also to enhance the comprehensive competitiveness of the whole industry.