Studies On Optimization Of Marketing Strategy For YX Apartment Project

Under the combined effect of policies such as purchase restrictions,mortgage restrictions,price restrictions,and "Houses are for living,not for speculation," real estate speculation has been effectively curbed.With the slowdown in economic growth,the demand for commercial and office products has also decreased,and the sales of apartments with office properties have also stagnated.In this context,exploring effective marketing strategies to promote sales has become an urgent problem for each project.Taking YX apartment project as an example,this paper chooses SWOT analysis,STP strategy and 4P marketing theory as theoretical support through studying and analyzing domestic and foreign marketing experience and theoretical model.According to the analysis of current YX apartment project marketing,combined with the policy environment,economic environment,competing goods dynamic analysis,summed up the YX apartment project positioning is not clear,insufficient differentiation and supporting business,marketing channels to solve the problem of narrow aspects according to the above problems formulated in this paper,the research method of YX apartment project marketing strategy improvement scheme was put forward.In the formulation of this plan,the strengths and weaknesses of the project are firstly sorted out through SWOT analysis,and the strategic direction of the project is preliminarily determined to be SO strategy,to give full play to its own advantages and seize market opportunities.Secondly,a questionnaire survey was conducted for apartment customers,and the survey data was applied to STP analysis to solve the problem of unclear positioning in the early stage of YX apartment project.Finally,experts in the real estate field were interviewed,and the marketing plan of YX apartment project was adjusted after fully considering the above analysis results and expert opinions.The improvement plan of marketing strategy of YX apartment project is guided by 4P marketing theory.In terms of product strategy,it creates added value of products by differentiation to give the project more advantages in competition.In terms of price strategy,market-oriented pricing strategy and differential pricing strategy are adopted for flexible pricing.In terms of channel strategy,control the proportion of distribution channels and create diversified low-cost channels.Promotion strategy,online combined to create a three-dimensional promotion network.In addition,this paper also formulated relevant measures from the aspects of organizational structure,training,system construction and reception process to ensure the effectiveness of the implementation of the strategy.On the one hand,the research results can optimize the existing marketing mode of the YX project and promote the rapid sales of the project.On the other hand,it can also try more possibilities in the marketing and promotion of the apartment project,and provide a certain reference and reference significance for the formulation of marketing strategies for similar projects.