Research On Marketing Strategy Of Ravi Coast Project Of Yingkou Vanke Company

For more than forty years of reform and opening up,the main contradictions in our society have been transformed into contradictions between the people's increasing needs for a better life and imbalanced and inadequate development.The living standards of the people are rapidly increasing,and the traditional "clothing,food,shelter,and transportation" problem has been basically satisfied.However,with the acceleration of urbanization and population migration brought by regional economic development,real estate has always been the focus of national attention.Commodity housing itself has commodity attributes,so the popularity of the real estate market comes from both rigid demand and investment considerations.In this context,it is of great significance to strengthen the research on regional real estate project marketing strategies.This article takes Yingkou Vanke's Ravi Coast project as the research object,and uses the relevant marketing theories as a guide to analyze the project's marketing environment.After analyzing the project's market segmentation and target market positioning,it uses 4P marketing theory to proposeThe project marketing strategy and guarantee measures are intended to provide guidance for the marketing practice of Yingkou Vanke's Ravi Coast project,as well as provide a certain reference for the concrete practice of real estate marketing in third-and fourth-tier cities in China.This article consists of six parts.The first part is the introduction,which describes the background,research significance,and current status of domestic and foreign research on the writing of this dissertation.The second part is an overview of related theories.The third part is the analysis of the company's marketing environment,including Macro environment analysis,micro environment analysis and SWOT analysis;the fourth part divides the customers of Yingkou Vanke Ravi Coast Project based on market segmentation,and uses this as a basis to further clarify the project's market positioning;the fifth part focuses on customer needs As a guide,research the product's strategies in terms of price,sales,and channels,and formulate targeted marketing strategies;Part VI proposes improving the sales management system,strengthening professional team building,optimizing performance evaluation methods,and shaping corporate culture.And other aspects to ensure the implementation of marketing strategies.