The Research On Marketing Strategy Of Beichen Delta Project In Changsha

Since 2016,in order to stabilize housing prices and promote real estate inventory,the central and local governments have issued policies for macro-control,and the real estate market is increasingly tightened.In this kind of background,it is particularly important for real estate enterprises to follow the changes of market environment and formulate reasonable marketing strategies.This paper takes Beichen Delta Project of Changsha Beichen Real Estate Company as the research object.Firstly,it combs the theoretical basis of marketing theory and 4P theory,and summarizes the previous studies in this field.Secondly,it uses PEST,SWOT,Porter's Five Forces Model and other analysis methods to analyze the macroenvironment,industry development environment and internal environment of Beichen Delta Project in Changsha.It is believed that it faces a more complex marketing environment and should adopt SO offensive strategy to actively promote project sales.Secondly,based on STP theory analysis,the market orientation of Changsha Beichen Delta apartment project should be a business apartment featuring the International Conference center.Starting from this orientation,the project should formulate detailed marketing strategies from four aspects: product,price,channel and promotion.Among them,the product strategy includes product design,supporting facilities,management services and product brand construction;the project should formulate different price strategies for opening,strong selling and closing based on the time and marketing situation of the product on the market;at the same time,the project should adopt a combination of self-sale,principal-agent sale,owner's operation channel and network marketing channel,which is the largest.Moreover,in order to expand project sales,the promotion strategies should include personnel promotion,advertising promotion,activity promotion and public relations promotion.Finally,in order to ensure the effective implementation and implementation of the marketing strategy,this paper puts forward safeguard measures from five aspects: system,marketing team,financial resources,information construction and cultural construction.Through the analysis of the marketing environment of the Beichen Delta project in Changsha,this paper makes a targeted marketing strategy for it.It is hoped that the conclusions of this study can provide guidance for the follow-up development and marketing of Beichen Delta project,as well as practical guidance for the development and marketing of other real estate enterprises.