A Study On The Marketing Strategy Of QY Real Easte Company's Jintian Project

With the development of economy,the real estate industry is constantly developing,but the competition is extraordinarily intense.The development of the real estate is restricted,especially China has issued some new real estate policies in recent years.The complex and changeable real estate market is oversupplied.Therefore,in order to achieve the business developing goal,the focus of work must be shifted from real estate developing and engineering construction to marketing.The real estate companies have to put a high value on marketing and combine each part closely to promote development.Based on the theory and the characteristics of real estate market,this paper takes the Jintian project of QY real estate company as the research object to study the real estate marketing and construct the theoretical system of real estate marketing.This article includes six chapters.Chapter one is an introduction,which analyzes the background,significance,domestic and foreign research status,the research content and methods,and summarizes the key problems to be solved and possible innovations.The second chapter introduces the relevant theories of real estate marketing,such as 4P marketing theory,PEST analysis theory and SWOT analysis theory.Chapter three analyses the marketing status and problems of QY real estate company,and introduces the basic situation of the company,the marketing status and marketing problems of Jintian project.Chapter four is the analysis of QY real estate company's marketing environment.This part studies the internal and external environment of Jintian project with PEST and SWOT analysis.The fifth chapter is the formulation of QY real estate company Jintian project marketing strategy.Combined with the marketing status of Jintian project,I use 4P marketing theory to formulate marketing strategies from four aspects: product,price,place and promotion.Chapter six introduces the safeguard measures for the implementation of the marketing strategy of QY real estate company's Jintian project.The company shall upgrade and transform the system,human resources and after-sales service to ensure the implementation of the product,price,place and promotion strategy.Chapter seven is the research conclusions and prospects.This part summarizes the main content,innovation points,limitations,shortcomings and the problems to be solved.At present,China's real estate market is in the stage of continuous developing.There are many medium and small real estate companies such as Daan QY real estate company.This paper takes its Jintian project as an example to study and solve the marketing problems with the relevant theories of real estate marketing.I hope that it could provide experience and help the medium and small real estate companies in other medium and small cities.