The Research On Marketing Strategies Of Xi'an Fenghuaxicheng Project

In 2019,the real estate market has entered a new stage of steady development.At the national level,it emphasizes stabilizing the economy,housing prices,and preventing risks.The stable housing price in the future is the general trend,and the decline is the trend of housing price devclopment in 2019.At the same time,the economic growth rate has slowed down,and in addition to the impact of destocking and cash relocation of sheds,Lhe transaction volume of new homes in the real estate industry also decreases in 2019.In addition,the regional differentiation of the real estate industry continues,and the rapid growth of the property market in third-and fourth-tier cities slows down.At the same time,the property market in first-and second-tier cities has a small spring,which ofFsets the impact of weak property market development on GDP growth..The developm ent of long-term rental apartments and rental-type guaranteed housing to meet the needs of just-needed customer groups accelerates.The demand for improved product quality and property services increases.Development companies have a severely differentiated competitive landscape,and personalized products such as technology have boecome the mainstream trend.Development companies need to focus on product quality.From project location and resources,Possession and other aspects have pushed up the premium,so that profitability can still be achieved under the premise of price limit.On the basis of extensive analysis of marketing theory,this article focuses on using STP theory,4P theory,and marketing environment analysis as research methods.This article conducts a study on the real estate project of Xi'an.Fenghuaxicheng project under the influence of the purchase restriction policy.First,it introduces the basic status of the project company,the project itself,the market positioning of the project,and the marketing strategy adopted by the project.Secondly,the macro environment and micro environment of Xi'an Fenghuaxicheng project are analyzed using the marketing environment theory,and the advantages and disadvantages,threats,and opportunities of the project are found using the SWOT model,and the solutions are given.Then,using the STP theory,the market segmentation was made from the three aspects of customer factors,apartment types and refined decoration,and customer psychology,and the target market was identifi ed based on the status of the project itself.Finally,the products and prices in the marketing,Channels,and promotions provide a viable strategy.At the end of the dissertation,the solutions to the marketing strategy itself and the problems in the implemen tation process are given.This article has certain theoretical research value and practical application value.It is hoped that the research in this article will promote the development of marketing theory and have reference function for the formulation of similar residential project marketing strategies.