A Case Research On Marketing Strategy Of Dalian GQ Project

Basic necessities-food,clothing,housing and transportation are inseparable topics in our lives,and houses are the most frequently used words in the street chat and discussion among ordinary people.In the minds of most people in China,house and home are inseparable,so purchasing a house has become a family event.Buyers are most worried about the bad end of the building,in which the contract has passed the date of delivery,but cannot live in the new house.The GQ real estate studied in this paper is a project facing such a dilemma.It was propagated and sold in 2011 and 2013.However,due to the slow sales speed,unsmooth capital turnover,construction site shutdown,it resulted in delayed delivery.GQ real estate sources for foreign houses,villas and large-scale flat,Castle foreign houses,in addition to the castle foreign houses and 130 square meters below the area,other products are 130 square meters above the large area.Positioning is for luxury holiday products.Through the description of the case of GQ real estate,this paper points out the problems faced by the project in the marketing stage.And according to the case analysis,the application of SWOT analysis,4P,4R,market research,market analysis,competitive analysis and other theories and methods,analysis of the causes.Then the solutions are put forward in terms of project positioning theory,pricing theory,promotion theory,team management and so on.The purpose is to take the failure cases as the starting point of analysis,to sound the alarm bell for real estate enterprises,to hope similar problems not to occur again;also to project sales positioning,price strategy,market analysis and other reference,to avoid unfavorable sales situation,and explore possible solutions.The results of this paper provide some reference for the solution of unsalable projects,and prevent some real estate enterprises from similar problems resulting in stagnant project sales and insufficient funds.Significance of the study: This paper provides a reference for the project how to avoid the development of design products and market positioning,customer demand does not match;how to avoid the project sales price,promotion strategy,sales rhythm and market expectations do not match,and so on.Solving the problem of GQ property also provides reference for other similar projects.