| In the past ten years,China’s real estate industry has developed rapidly.But at present,the country is in a critical period of transformation and upgrading,and the government has clearly emphasized that the house is used for living,not for speculation! This means that the gold industry growth period of the real estate industry has passed.In order to further standardize the industry environment,the state has introduced a series of macro policies,the development of the real estate industry tends to be flat,and the competition among enterprises is becoming more and more fierce.This puts higher innovation strategies for real estate enterprises.Requirements to enhance core competitiveness.In this paper,the Renshang Company’s Family Community Project is taken as the research object.According to the idea of “propose the problem-case analysis-draw conclusion”,the method of theory and practice is adopted,combined with the actual situation of the project,and the marketing strategy is formulated for the enterprise by using modern marketing theory.This paper first expounds the research background and significance,and reviews the relevant literature.Then it introduces the related concepts and theoretical basis of real estate marketing.Secondly,it deeply analyzes the consumer strategy,cost price strategy and channel convenience of Renshang Company Shijia Community Project.The specific formulation of strategies and communication strategies,and finally,summarize the risks and guarantees of marketing strategy implementation.In terms of consumer strategy,it puts forward three paths of reasonable product combination,strengthening customer contact and improving customer satisfaction.In terms of cost price strategy,it puts forward three methods: price “low opening and high walking”,setting preferential policies and seriously considering price adjustment.In terms of channel facilitation strategy,it explores information resource acquisition,incentive measures,and new media.In terms of communication strategy,it proposes three ways of advertising,consultants,and corporate image promotion.Through the analysis of the marketing strategy of Renshang Company’s Family Community Project,it also sorts out and forecasts the modern real estate marketing strategy,which helps to enrich the real estate marketing case and provide reference for the implementation of other projects. |
