Research On The Marketing Strategy Of W Company LB Project

Since the 18 th National Congress,the state has adjusted China's economic structure,putting forward such theories and methods as "supply-side reform" and "three go,one fall and one supplement".Among them,the real estate industry is not treated as the pillar industry of the national economy,especially the local government income and debt that it kidnapped.With the continuous development of various macro-control means and measures,the real estate industry is like a roller coaster,and the market is in a big ups and downs.In recent years,with the vigorous implementation of the monetization shed reform,the purchasing power of a number of third-and fourth-tier cities has been greatly enriched,while the first and second-tier hot cities have been increasing the regulatory measures,resulting in serious polarization of the real estate market.In 2018,as the government has repeatedly stressed that it will not relax the regulation and control measures of the real estate market,the real estate market has changed dramatically.Whether from the perspective of development enterprises or consumers in the market,they are unanimously short-sighted on the future market,and real estate development enterprises are facing survival difficulties.Along with the downturn of the market,a large number of small and medium-sized real estate development enterprises choose to cooperate with first-line enterprises or be acquired by other large-scale real estate enterprises,while a small number of small and mediumsized real estate development enterprises choose to segment the market to make efforts in the development of a certain field or a certain product and seek breakthroughs.W Real Estate Company is a local medium-sized real estate development enterprise in Henan Province.In the downstream market,it chooses developers to run products for transformation.The LB project is located in the East Square of Zhengzhou High-speed Railway East Station.Its goal is to locate super-high-rise commercial properties,mainly LOFT apartments.This paper takes W company's LB project as the research object,uses SWOT matrix to analyze the project ontology;uses PEST analysis method to analyze and interpret the marketing environment of the project;uses STP theory to subdivide,select and locate the LB project market;and finally through "creating value,transferring value,disseminating value" three angles from "products,channels,services" and so on.On the other hand,according to the characteristics and reality of W company's LB project,a scientific marketing mix strategy suitable for the project is formulated,and some suggestions on how to implement the strategy are put forward to achieve the purpose of this study.……...