Research On Marketing Strategy Of Project Y Of T Real Estate Company

As a pillar industry of the national economy,the real estate industry has driven the development of many related industries.Therefore,the development of the real estate industry is closely related to the national economic development.However,the real estate industry has gradually returned to rationality from the golden age of rapid development in the past,and entered the silver age.In this context,with the increase in land prices and financing costs,industry concentration has become higher and higher,and the competitive advantages of brand developers have become more apparent.Under such a realistic background,small and medium-sized real estate development companies are facing development difficulties.How to formulate a marketing strategy that is in line with the reality will help the enterprise to be in a favorable position in the fierce competition.This article selects T Shenyang real estate development co.,LTD.(hereinafter referred to as T real estate company)of the Y project marketing strategy research,the company was founded in 2005,is the local real estate development enterprises in Shenyang,currently has two sold in projects are located in flood,through the first project of market experience,the company found that the actual situation of Yuhong lack of high quality school districts,so in 2013 the company combined with its own resources advantage,the introduction of Yuhong campus of Liaoning province experimental school districts,with "out of the house,into the school" as the theme Y project built the school district projects products.In order to make up for the shortage of brand influence,we cooperated with vanke property to promote the brand by virtue of the influence of high-quality school district and high-quality property.With the development of the project,the company plans to push phase ii project,but the current industry situation of Shenyang real estate market has changed,the first phase of the project has also exposed the deficiencies of some marketing strategies,this article will through summarizing previous shortage and Shenyang real estate industry current situation,the marketing strategy of phase ii project.This study firstly summarizes the relevant marketing theories,marketing strategies and main analytical tools,which lays the necessary theoretical foundation for the research.Secondly,the basic situation and internal and external environment of project Y are analyzed,and the corresponding countermeasures and Suggestions are put forward.The analysis shows that in terms of marketing,project Y is faced with external opportunities such as customer demand opportunity,regional location opportunity,etc.,as well as realistic and potential threats such as homogenization competition of competitors,numerous potential entrants,and threat of substitutes.Although Y project has the advantages of school district and region,it also has the disadvantages of insufficient brand influence and the decline of the overall market turnover.There are still some problems in the project,such as imperfect marketing channels,unreasonable pricing and inflexible response to market changes.Third,the project needs to adopt differentiation focus strategy to deal with market competition,focus on the region,focus on the products of the school district,focus on its own advantages,especially take advantage of the region’s advantages of cost-effective products,to strengthen the marketing publicity.In terms of STP strategy,marketing is carried out for the families with school-age children,the customers with higher income and the pursuit of living standard.In terms of marketing mix strategy,in terms of product strategy,enrich the width of products to meet customers’ needs from the beginning to the end;Deepen the depth of service,provide more intelligent and more accurate service quality;In terms of price strategy,we draw on the previous project experience,ensure the differences in the pricing of each house type product,and conduct more detailed market research when the project pricing is put on record,so as to reserve room for the price increase of later projects.In terms of channel strategy,new marketing channels are constantly expanded,with online driving offline and emerging driving tradition.In terms of promotion,while maintaining the traditional way of promotion,we should increase online promotion activities.Finally,in order to ensure the implementation of the marketing strategy of project Y,the corresponding implementation guarantee measures are proposed from three aspects:market research mechanism guarantee,marketing system guarantee and information resources guarantee.