Research On Marketing Strategy Of County Housing Projects

With the impact of the most stringent regulation policies in the history of 2017,such as the intensive introduction of regional regulation and control policies on purchase restriction,loan restriction and sale restriction,and the dramatic changes in shantytown reform policies,the real estate market has now entered a deep adjustment stage,with the average volume and price of major cities in the country dropping.Although the real estate market in Nanning in 2018 remained stable as a whole,we can see that the overall land supply decreased significantly compared with 2017,and the overall market heat dropped significantly compared with the first half of 2018.At present,the real estate market has changed from seller's market to buyer's market.Real estate marketing pays more and more attention to the research and communication of consumers.When major real estate developers formulate real estate marketing strategies,they need to use scientific theoretical methods to analyze and summarize a set of real estate marketing system and strategies suitable for themselves and projects.However,the research on real estate marketing strategy in county area accounts for a relatively small proportion in the whole related fields.Although the real estate market in county area has a greater particularity,the relevant data disclosure is less.The purpose of this paper is to use marketing related analysis methods,such as PEST analysis,five-force model analysis and 4P marketing theory,combined with the real estate project specific case of Nanning local real estate enterprise A company in L county,to study and analyze each link of the marketing strategy of A company L County X project,and summarize a set of effective marketing strategies for A company's County project.At the same time,I hope that this study can provide some reference for improving the marketing strategy of county real estate residential projects.This study mainly includes seven parts:The first chapter is an introduction,which includes the background and significance of the study,the content of the study,the object of study and research methods,innovations and unique points,and a literature review.The second chapter will discuss the related concepts of real estate marketing,taking the concept of real estate market and its marketing as the baseline,and introducing the analysis methods of marketing.By combining the analysis methods with the specific market,the paper briefly outlines the county real estate market and its marketing characteristics.The third chapter is from macro to micro,briefly introduces the regional development of Nanning and L county and the development of real estate market,and makes a brief analysis of the surrounding environment of the county.The fourth chapter is to use PEST analysis method to analyze L county and macro environment of X project,including policy environment,economic environment,social environment and technological environment.The fifth chapter is to analyze the direct and potential competitors,consumer negotiation ability,supplier pressure and commodity substitutes in L county where X project is located by using Porter's five-force model analysis method.The sixth chapter is to analyze and summarize the overall marketing strategy of X project through the theoretical analysis of the first four and five chapters,combined with 4P theory,including target market selection,product strategy,price strategy,channel strategy and public relations strategy.Chapter 7 is the main conclusions,prospects and shortcomings of this paper.