Research On Marketing Strategy Of PDA's "World Granary" Project

In recent years,the real estate industry in China has developed rapidly.In this process,the project of " World Granary " has also made some achievements.However,with the upgrading of national regulation and control policies and the increasing internal competition in the industry,World Granary project is facing many challenges from the drastic changes in the external environment and its own internal limitations.It is urgent to formulate marketing strategies that meet its own conditions,so as to achieve sustainable development.Firstly,this paper reviews the relevant marketing theory and analysis tools,which lays the foundation for the follow-up study;secondly,this study uses PEST tools to analyze the internal and external environment of World Granary project.It is found that,in terms of external environment,World Granary project is faced with rare opportunities such as plate development opportunities and prominent value-added potential of the project,but at the same time,there are threats of tightening macro policies and intensifying industry competition;in terms of internal conditions,the project has obvious advantages of endorsement by state-owned enterprises,education and transportation resources,but also has disadvantages such as lack of development experience and brand influence.Third,through SWOT analysis,this paper believes that the World Granary project should give full play to the advantages of transportation and education,grasp the development opportunity of plate upgrading,clear the target customers,and carry out differentiated competition.With the state-owned enterprise's ingenuity of "being true to the people" and the product positioning of "living in Dalian,selecting granary",the company adopts flexible and diverse channels and promotion methods to strongly output core values such as "let the family live in the park","12-year gold medal education","ZhongShan near the door",avoiding homogenization.Finally,this paper gives the specific strategy implementation suggestions from the product,price,channel,promotion means and so on,and puts forward the safeguard measures from the aspects of organization,management,personnel training,finance and so on.Through the study of marketing strategy of World Granary project,it not only aims to solve the bottleneck and problems encountered in the marketing process of the project,but also has certain theoretical reference significance for the adjustment and implementation of marketing strategy of other similar projects.