Research On Marketing Channel Strategy Of Knight Residence Of China Railway Real Estate Project

With the slowdown of China’s overall economic growth and the deepening of real estate regulation and control,in recent years,the real estate market has transformed from one in a high-speed development to one in a stable development,from a seller’s market to a buyer’s market.The price of the land market has been constantly rising,while the pressure of competition in the industry is increasing.In the increasingly severe market environment,the choice of appropriate marketing channels can bring quantity and quality customers,which can promote the performance of real estate companies.At present,studies about the real estate industry of our country mainly focus on the real estate marketing strategy research.The research on marketing channel strategy is scattered in the subdivision frame of 4P marketing strategy with the qualitative research as the main ones.There is no deep discussion on the research on marketing channel strategy.However,in the process of real estate project operation,the product type is basically unchanged and the price tends to be stable,only the channel can carry out elastic regulation and control,which directly affects the quantity of the project customer visits.Under the premise that the transaction rate of the project remains unchanged,the increase in the number of customer visits directly promotes the increase of the transaction volume of the project.Therefore,the selection of marketing channels and the quality of management determine whether the project can develop soundly.On the basis of data support and in-depth investigation,combined with relevant marketing theories,this paper focuses on the analysis of target project marketing channel strategy,and puts forward suggestions for improvement.This paper takes the project of Knight Residence of China Railway as the research object,using the PEST analysis method to carry on the macroscopic environment analysis from economy,policy,society and technology to analyze Chengdu real estate market.In these following aspects: Chengdu land and housing market to make Chengdu real estate industry environment analysis,the trend of Chengdu market to predict the next one or two years of environmental change,Porter’s five-force model and the negotiation of suppliers and buyers,the threat of new entrants and substitutes and the competition of industry competitors,this paper analyzes the change trend of the surrounding environment of the Knight Residence project.Secondly,the paper studies the existing marketing channel strategy of the project,and finds that there are problems of traditional media influence the channel expansion and high total cost of offline channel.The reason is that the online promotion is not attractive,which is too dependent on offline distribution channels and single choice of marketing channels.Therefore,through the STP analysis,this paper re-locates the Knight Residence project,finds the target customer groups at the same time,and then combines with the current real estate market environment to formulate an improved marketing channel program.That is,reduce the cost of traditional media while new media channels with low cost and fast effect are added,which effectively reduce the cost-efficiency ratio;When maintaining the cooperative relationship with the distribution channel,the offline channel establishes its own channel team as well,expands customers,customer relationship channels and the big customer channels so as to excavate the market customers deeply,which can also get rid of relying too much on distribution channels.In addition,the own channel team should establish the scientific channel management method.From the organizational structure,recruitment and training,incentive and assessment,this paper creates a channel team for the high-income of project.Finally,the project may appear channel conflict which can be effectively managed from the preventive approach and governance approach.Through the research on the marketing channel strategy of the Knight Residence project,it not only provides guidance for the benign development of the project,but also helps other real estate enterprises to optimize the channel structure and improves the sales performance in the current environment.