| The state has paid close attention to the development of the real estate industry in recent years;the competition in the real estate market is getting increasingly fierce.How can real estate enterprises complete their sales targets as soon as possible and gain economic benefits have become a hot research topic for real estate companies and related academic circles.As a small and medium-sized enterprise in real estate.XF has a lot of constraints in the competition with national brand real estate enterprises,such as the insufficient funds and shortage of talents.Therefore,developing a marketing strategy that suits the characteristics of XL residential project has very important practical implications for XF.This paper focuses on the XF company ZL project,using the literature research method,the field investigation method and the qualitative analysis method to systematically discuss how to combine marketing strategy theory with real estate marketing practice.The paper first introduces the basic theory of real estate marketing,and next summarizes the advantages and disadvantages the opportunities and challenges of the project by internal and external environment analyzing of the project.On this basis,the target market and market positioning of the project were analyzed and determined.Finally,a product strategy,a price strategy,a channel strategy,a promotion strategy,a person’s strategy,a physical display strategy and a process strategy was developed for the project,and the institution guarantee measures,the organization guarantee measures and the human resources guarantee measures were also developed. |
