Study On Web-based Marketing Strategy For The Property Project Of YY Plaza

After the "golden decade" of rapid development in C hina's real estate industry,the unilateral rapid market boom and the rapid expansion of the industry as a whole ended with the economic crisis of 2014 as a turning point,and the "silver age" was officially ushered in.Due to changes in policies,markets,customer groups,etc.,plus with industry saturation and economic downturn,competition among enterprises have been intensified and difficulty in project sales increased,major real estate companies are actively making changes.The traditional marketing model adopted by the YY Plaza under the YY Group has problems such as excessive costs,poor sales,and inability to accurately evaluate the effects of various channels,and thus can no longer meet the challenges of the market.Therefore,it is urgent to change the marketing model of YY Plaza and formulate a marketing strategy adaptable to the present market conditions.This article analyzes YY Plaza in terms of its macro environment,industry environment and internal condition.It then summarizes the marketing strategies the Plaza has adopted and achievements made previously,on the basis of which existing problems and causes are identified.In combination with market survey on target customer groups,it made a decision on market segmentation and target markets,and project positioning.Through verification from the perspectives of market change,technological development and customer preference,it reaches the conclusion that network marketing will be the direction for marketing reform of the project.Based on networking habits customers' networking habits and the status quo of the project,this article goes ahead to develop a complete network marketing strategy portfolio for the product,price,channel,project promotion and maintenance afterwards under the guidelines of marketing theories such as soft marketing and direct response marketing etc.As for the implementation of YY Plaza's network marketing strategy,this article also suggests safeguard measurements in terms of corporate philosophy,talent training,and incentive mechanisms.Therefore,the research in this article is significant as it provides certain reference to the reform of real estate marketing and sheds lights on the sales and operation of commercial complexes.