The Study On Marketing Strategy Of Beijing Red Wine Villa Project Ⅰ

In recent years,due to the unbalanced development of supply and demand in the real estate market of large and medium-sized cities in China,especially the influx of hot money from home and abroad,the real estate market has presented a distorted development trend.At the same time,in order to make the real estate industry return to rational development state,the government has to enactthe power of policy regulation to control the real estate market“temperature”,such as the "four limits" policy in various regions,which had a huge impact on the sales of the real estate market,especially the sales of highpoint villa projects Ⅰ.However,as most highpoint real estate projects are planned before the "four limits",the huge investment in the early stage makes the positioning of the later sales higher than the current market expectation,so the highpoint real estate sales stop in a wide range.The Beijing red wine Villa project I is located in the outer suburbs of Beijing,which belongs to the top highpoint real estate project in China,with high cost,positioning and pricing.Therefore,a scientific and reasonable analysis and rationalization of marketing relations is the key to promote the sales of Beijing red wine Villa project I.This paper comprehensively expounds the Beijing red wine Villa project I in the market competition environment,external environment,such as customer requirements,as well as enterprise internal resources allocation and market orientation,etc.,using the traditional marketing theory(4 P,4 Cand,4 R theories),from the angle of the market to analyze the product,price,channel,promotion four factors,analyzes its practical from the perspective of the four marketing strategies;SWOT theory is applied to analyze the market environment,competitive environment and customer demand of the Beijing red wine Villa project I.Conducting in-depth research from the aspects of brand,product,price,customer channel,promotion and other strategies,and strive to find the optimal solution in marketing strategy.With the help of USP strategy,give consideration to the breakthrough in creative copywritingpublicity.Marketing management team of project organization optimization,one for each target customers with the high quality service,personalized service team,set up scientific performance evaluation system,perfecting the property basic form a complete set of equipment,service level and management level,the formation of gradient sales and property management personnel structure,to sell the products with“soft and hard power”double drive to strengthen to broaden sales domain,eventually provide a sales strategy for villa marketing.The research results of this paper have guiding significance for solving the marketing bottleneck of the Beijing red wine Villa project I,pointing out the direction for the future marketing,at the same time to achieve the growth of marketing performance,but also provide a useful mirror for villa marketing across the country.