Research Of The Marketing Strategy On Y Project Of JY Real Estate Company In Nanyang

The development of the real estate industry has an important impact on the economic growth,population employment and living environment in Nanyang.As a pillar industry of the national economy,with the introduction of policy red lines,the industry competition is more and more fierce.More real estate enterprises pay more attention to fine management,and promote the improvement of project benefits by optimizing the real estate marketing management system.Project Y is a model of cooperation between local enterprises and foreign enterprises.With the influx of homogeneous projects into the market,many marketing management problems are gradually exposed.It is urgent to adjust the marketing plan as soon as possible to face the current sales bottleneck problem and improve the market competitiveness.With this project as the background,in view of the current marketing difficulties faced by Y project,using the questionnaire survey method,according to the way of finding problems,researching problems and solving problems,using marketing management,4P,STP and other marketing theories and principal component analysis means.This article is divided into seven chapters.The first chapter is the introduction,and the main content is the background,objectives,significance and research use methods of Y project marketing strategy research.Chapter two basic theory,mainly includes domestic and foreign literature review and 4P,STP and other related theories.Chapter 3 analyzes the marketing status and problems of Y project.Chapter 4: Analysis of Project Y Marketing environment analysis,including macro background,industry background and competitive property comparison.Chapter 5 analyzes the marketing strategy of Y project,uses SWOT to analyze the situation of Y project itself;uses STP theory to analyze the marketing strategy,and find out the target market and market positioning of Y project.The marketing strategies were summarized using the 4P theory.Chapter 6 is to use the main component analysis to investigate the most concerned factors of the owners who have bought the Y project.Chapter 7 is to put forward improvement suggestions for the marketing strategy of Y project according to the marketing problems,market status,customer demand and principal component analysis,and summarize the conclusion of this topic On the future outlook.Main conclusions: The Y project has advantages of location and environment in the competition.The project is high-end residential housing,and the price positioning is14,000 yuan / ㎡.The target customers are customers aged 35-55 years old who directly have a certain economic foundation or customers with improvement needs.Marketing publicity is carried out both online and offline,but there are problems such as high customer purchase cost,backward promotion methods,incomplete customer communication and weak marketing in the later stage.For the marketing problems of the Y project,the following strategies can be used: accurately locate customer needs,reduce customer purchase costs,maintain marketing publicity,and improve the quality of customer communication Improve the level of marketing business,improve the employee reward system.