Research On Marketing Strategy Of Middle And High-end Standard Real Estate

Economic growth has led to the improvement of people's material living standards,increased the disposable amount of people's income,which can be used to improve living conditions and improve the quality of life.Especially tends to comfortable,high-end living environment,and requires the configuration of perfect leisure and entertainment facilities to meet the needs of high-quality life,which is also a reflection of user identity.Therefore,people's demand for high-grade residential environment has promoted the development of high-grade residential industry in real estate industry.At the same time,the industry has been strictly controlled by the government in land use approval,which has tightened the resources of high-grade residential land and increased the value of investment.There are obvious differences between high-end residential industry and general residential industry.First,it reflects in high investment cost,secondly in high-scale,high purchase requirements,and finally in the fierce sales.Therefore,when formulating the construction strategy of high-end residential projects,real estate enterprises should fully integrate the needs of local users to conduct a comprehensive investigation and formulation.This paper takes the construction strategy formulation of Y project of Company A as the analysis object,and combines the application of marketing theory in a high-grade residential project in Yuhua District of Shijiazhuang City,launches the implementation study of specific strategies,in order to simulate the strategy formulation of high-grade residential projects.Firstly,starting from the marketing practice of the real estate project of A enterprise,this paper expounds the marketing strategy from the theoretical level as the theoretical research support of the project;secondly,under the guidance of marketing theory,it completes the construction of the strategic framework;thirdly,it completes the marketing strategy formulation of Junhua project,and analyses its macro,meso and micro effects.In the process of analysis,Porter's five-force analysis method,PEST analysis method and SWOT analysis method are used to evaluate the shortcomings and advantages of enterprise A's Y project strategy formulation.Combining with the project development,themarket positioning and resource matching are carried out,and STP analysis is used to complete the market positioning analysis.Finally,combined with the formulation and experience of Y project marketing strategy,the marketing 4P strategy is summarized,and the follow-up research and industry use support and reference are provided.The innovation of this paper lies in the marketing strategy analysis of Shijiazhuang's high-grade residential projects,which summarizes the advantages,experiences and shortcomings of the strategy,and further analyses the marketing strategy combined with the marketing theory.