Marketing Strategy Analysis On W Real Estate Project Based On Investor And Consumer Perspective

As the country strengthens the macro-control of the real estate industry,the development of China's real estate industry is gradually becoming rational and standard.At the same time,the positioning and development of real estate industry's marketing strategies for its own products is still at a relatively preliminary stage.Its ideas and concepts on the product management gradually become incompatible with the rapid development of the real estate industry and the real estate enterprises lack the awareness of developing customer-centered marketing strategies,whose marketing strategies are relatively behind the requirements of the market.Faced with such a complex market environment,there is an urgent need for the real estate enterprises to change the marketing concepts and strategies in order to better meet the requirements of the market environment and achieve a win-win situation with consumers,investors and developers.Whether the real estate enterprises can maintain a competitive edge when the industry is not so prosperous,the development of their marketing strategies is the key.So as to keep the real estate industry develop in a rapid and healthy way,it is important to conduct research on the real estate marketing strategies.This paper points out that in current real estate marketing,there is a common problem that it centers on fast sale,stands in the perspective of investors,ignores the needs of rental users and lacks plans for the property management.Based on the analysis of the different needs of developers,investors and consumers,the paper develops marketing strategies.Taking the W real estate project as an example,the paper analyzes the marketing strategies in the perspective of consumers,investors and developers,as well as provides a new idea of real estate product marketing based on the perspective of consumers.Besides,it draws a conclusion that the investor centered marketing positioning of the project will mold the operating and service scheme of the W real estate project into a characteristic one-stop operation and service scheme – “service-oriented office building”,which highlights the brand of the enterprise.According to the needs of consumers,the W real estate project establishes the service system that centers the service for tenant and the construction of office operational support service of the project.According to the needs of the investors,the W Real Estate Project builds an asset operation service system,sets up an asset service center to improve the return on investment of the project,and solves the worries of investors.