Research On The Marketing Strategy Of H Real Estate Company's Yayuan Projec

With the development of the economy,China’s real estate industry is also constantly developing,but the market competition is very fierce.Especially in recent years,under the background of the government’s policy adjustment to restrict the development of the real estate market and the increased awareness of consumer autonomy,real estate enterprises have faced unprecedented operating pressure.At present,the marketing of real estate market has lots of problems,for example the marketing concept of developers is unenlightened and it can’t adapting to the development of the current situation;The cultural connotation of company is not enough and paying less attention to the network marketing and the brand awareness;The use of various research and analysis tools,models,and statistical methods is insufficient.In the face of these problems,it is particularly important to anticipate the future with a rigorous and pragmatic attitude and to formulate a marketing strategy suitable for the development of the enterprise itself.In this thesis,based on the existing theory of marketing strategy and the Yayuan project of the H real estate company in Inner Mongolia as the research object,use the current economic environment and the regional economic environment of H real estate company as the foothold,researched the project’s marketing strategy with theory and practice.First of all,through literature research,summarize and analyze the strategies commonly used in China’s real estate marketing to provide a reference for the development of marketing strategies of Yayuan project;Secondly,through the analysis with PEST and SWOT theory,the Yayuan project need use the growth strategy(SO)in its marketing activities,In other words,the H real estate company mast catch the opportunity and avoid its own weakness.At the same time,the developer must pay more attention to the weakness of itself and make full use of external opportunities to achieve the expected goal.Except that,using the questionnaire survey to analysis the demand and the will of consumers for this project.Analyzing the current H company’s marketing problems as well.Finally,based on this research,using STP strategy,combined with the development practice and development needs of Yayuan project,formed the corresponding market segmentation method,confirmed the current target market and market positioning of the project,and formed a variety of related strategies such as property management product strategy.The research results of this thesis have theoretical and practical significance for improving the marketing level and market competitiveness of Yayuan project and accelerating the sales process,Also have valuable reference significance for similar projects in the same industry.