Research On Marketing Strategy Optimization Of Jinan WK Real Estate Group

With the implementation of the reform and opening-up policy,China’s economy has entered a stage of rapid development,which has greatly promoted the development of the real estate industry,which has contributed an important force to the regional fiscal revenue.The competition in China’s real estate industry is more and more fierce,and the government’s guidance and supervision of the real estate industry is more stringent than before.As a whole,the pressure of the survival and development of real estate enterprises is increasing.The central government continued to adhere to the main policy tone of "housing prices not speculation,according to the city policy".On the premise of the expected slowdown in industrial growth,the policy regulation mode entered a normal period of "high-frequency fine-tuning".In 2020,the state promulgated and implemented the special investigation policy of real estate trust business,strictly controlled the scale of China’s real estate trust business,severely cracked down on the disguised violation of regulatory requirements,and prohibited funds from entering the real estate industry illegally.At present,many real estate companies in China have a full understanding of the importance of marketing.In the process of developing real estate projects,a large amount of capital needs to be invested,which makes many real estate companies have great debt repayment pressure.Therefore,the marketing of real estate enterprises is not only related to their own operating income,but also related to the long-term sustainable development of real estate enterprises.Shandong Jinan WK Real Estate Company has taken marketing activities as a key area of company management since 2020,in order to further guarantee destocking and achieve the goal of steady growth of real estate business.Shandong Jinan WK Real Estate Group how to develop and optimize their own marketing strategy to adapt to the current marketing environment of important changes is very urgent and important.Based on 4P marketing theory,PEST and SWOT analysis tools,this paper chooses Jinan WK Real Estate Company in Shandong province as the research object,and analyzes its marketing environment,strategies and effects.This article analysis in recent years,shandong province,jinan WK demand for real estate market real estate company always maintain a high attention and in-depth research and timely response,adheres to the "living ideal achievement" enterprise development purposes,in the real estate project development but also the diversified innovation forms,began to focus on developing some of the "small but beautiful" high-quality goods project,However,there are still some problems in its marketing strategy,such as lack of product innovation,disconnection between product mix and actual demand,unscientific pricing mechanism,poor enthusiasm in channel development and single promotion means.In the marketing environment and based on the analysis of the problems,this article is based on 4 p marketing framework from the product,pricing,channel,promotion,etc,made the WK real estate company’s marketing strategy optimization: a optimized product type and proportion,pay attention to all kinds of large area and have certain innovative design and development of the project,reflect with counterparts of differentiation.Pricing in multiple ways,differentiated pricing for new and old customers and projects in different regions;Build multi-channel sales model,further strengthen the cooperation with all kinds of real estate agent sales organizations;Active online and offline marketing,make full use of all kinds of real estate information platforms and network new media to promote the project.In this paper,the jinan WK of real estate companies a marketing campaign using a variety of theoretical analysis research tools,and based on a mature marketing theory frame about the present situation of the company’s marketing activities,achievements and problems are analyzed and summarized,in this paper,we study the conclusion for the company and other needs to strengthen the marketing activities of the real estate company has certain reference value.