Research On The Marketing Strategy Of Project X Of Guizhou ZT Real Estate Compan

Over the past decade,major well-known real estate development enterprises have settled in Guizhou Province.Rely on its own product advantages,brand advantages,scale advantages,operation advantages and professional market maturity rapidly expand the market,large real estate enterprises have closely followed the pulse of the market and increased their sales substantially.As one of the leading company in the field of local real estate industry in Guiyang,ZT Real Estate Company has suffered a great impact on sales due to the entry of competitors.The first phase of project X of ZT Real Estate Company has 1939 buildings.The property of ZT Real Estate Company’s first phase of project X is commercial housing,it has a planned total construction area of about 4 million square meters and a planned population of about 80,000 people.From January to November 2021,only 681 houses were sold in ZT Real Estate Company’s first phase of project X.For real estate enterprises,the reasonable range of sales quantity divided by total quantity should be50-70%,but the ZT Real Estate Company’s first phase of project X is 35%.Therefore,it is urgent to find out the problems existing in the marketing strategy of the first phase of project X.Based on the research of the existing real estate project marketing theory,this paper takes the X project of ZT real estate company as the research sample.Firstly,it introduces the current situation of the company and the project,and understands the organizational structure and advantages of the project.Then,the marketing environment is analyzed and summarized to provide a realistic basis for the customization of subsequent marketing strategies.Finally,by analysis the questionnaire survey and the purchase made by consumer.This paper finds out that the X project of ZT Real Estate Company is confronted with some problems that need resolving such as homogeneous products,a time-consuming process for pricing approval,limited promotion methods,deficient brand marketing and sales channels in need to be expanded..Through analysis of the internal and external environment of the company,comparison with the projects of neighboring competitors and study of marketing services,this paper probes into the marketing strategies of project X,carrying out market segmentation and market positioning for the project,finding out its target customer groups and finally putting forward suggestions for its marketing strategies on increasing its product diversity,broadening its sales channels,strengthening its brand marketing and streamlining its pricing approval process so as to help ramp up the sales of project X of ZT Real Estate Company and provide reference for the later projects and other real estate projects.