Research On The WD Real Estate Group BY Project Marketing Strategy

In recent years,the continuous adjustment of the property market policy by the state and local governments has led to an increasingly fierce competition in the real estate industry.The real estate industry has already bid farewell to the era of rapid development of high returns.Under the new situation,real estate companies can only stand out in the market and improve their long-term development goals by continuously improving their marketing models and improving project management.As the first project of the WD Group to enter the Inner Mongolia Autonomous Region,the BY project will have an important impact on the normal operation of the WD Group.Through in-depth research on the overall market conditions of the real estate industry in Hohhot,and the real estate situation around the BY project,and through the successful marketing experience of excellent real estate companies,the paper studies the marketing strategy of the BY project.The thesis systematically combs the relevant theories of real estate marketing planning,PEST and SWOT,based on the analysis of the economic development and real estate market conditions in Hohhot,the PEST theory is used to analyze the political,economic,social and technological environment of BY project.The market positioning of the project is to find the right direction.In the supply side,the similar projects were summarized,and market research at the demand level was carried out,Combined with SWOT analysis,the potential target customers and market demand were further locked for the BY project,and the marketing plan was proposed in a targeted manner.At the basis of the previous analysis,the paper uses the framework of 4P theory to summarize the 4P marketing strategy of WD Real Estate Group BY project:First of all,the WD Group BY project product strategy should do a good job in architectural planning and design,apartment design,intelligent design and landscape design;Secondly,the price strategy of BY project of WD Group should make the pricing and price adjustment of real estate price on the basis of fully considering the price influencing factors;Thirdly,the WD Group BY project channel strategy mainly includes media channels,innovative marketing channels and offline activities channels;Finally,the WD Group BY project promotion strategy mainly includes advertising,personnel promotion and public relations strategies.To ensure the smooth implementation of the project strategy,the paper finally put forward safeguard measures from five aspects: brand,talent,information security,performance appraisal and service guarantee.