Research On Hua-Hong Jia-Xin Chun-Feng Sh-ili Project Marketing Strategy

Marketing plays an important role in the operation and development of real estate.Marketing can promote the virtuous circle of real estate development and construction and sales and maximize the profits of enterprises.How to market is the key,and how to find the right marketing strategy is the key.This article takes Huahong Jiaxin Shili Spring Breeze Project as the research object,and researches its marketing strategy to further promote the demolition of Huahong Jiaxin Real Estate Shili Spring Breeze Project and the deep development in Suqian market.This article first introduces the background,significance,research ideas and framework of the research,summarizes the relevant research literature at home and abroad,combs the relevant marketing theories,and lays the foundation for the research of this article;The analysis includes the real estate market development macro environment,specific demand environment and competitive environment,and combs the current marketing status of the project development company and the project,and points out the difficulties and problems of the project's subsequent marketing.Then,combined with the STP analysis of the Shili Spring Wind project,market segmentation was conducted,the target market and positioning were clarified,and a specific marketing strategy combination was given.Finally,it points out the implementation steps of the marketing strategy and related guarantee measures.This article believes that the problems with the Shili Spring Wind project marketing are the lack of overall marketing strategy design,unsatisfactory control,and the lack of professional marketers.After analysis,the company still has good development opportunities in the mid-to-high-end residential product market,but how to use the company's resources and capabilities to further tap and highlight the company's product advantages,and to break through the company's current residential product disadvantages are marketing strategies to consider problem.The target market for the Shili Spring Wind project should be: penetration into mid-to high-end customers in the main urban area,focusing on mid-to high-end customers in the new district;and radiation to surrounding high-end customer groups.In product strategy,it should highlight the design style and characteristics of the apartment,scarce landscape and mature supporting facilities,and upgrade the property management services;in terms of price,according to the different periods of opening,strong sales,holding sales,and late trading,it is adopted as the market changes Different pricing strategies;in terms of channels,self-sales,consignment and O2 O channel integration strategies are used;in terms of promotion,diversified sales promotion activities are adopted,and promotions are carried out through advertising and the Internet.In order to promote the implementation of marketing strategies,the organization structure should be optimized,human resources and project process management guarantee should be strengthened,and training and information support should be strengthened.The research in this paper can further optimize and improve the marketing system of the Shili Spring Wind project,promote the de-evolution of the project,andalso provide some reference and reference for the development of marketing strategies for real estate projects in third-and fourth-tier cities.