The Research On The Marketing Positioning Of H Real Estate Under The Influence Of COVID-19

At the beginning of 2022,with the spread of a new outbreak of the new strain of New Coronavirus,Omicron,the global economic growth continued to slow down and China’s economic development experienced downward pressure."At the end of 2022,the country optimised its epidemic control policies and,in order to boost confidence,the top government officials reaffirmed the status of real estate as a pillar industry of the national economy,followed by the intensive introduction of relevant favourable policies to support a stable and healthy real estate market from the supply and demand Two angles of comprehensive support for the stable and healthy development of the real estate At the beginning of the year 2022 with the spread of a new outbreak of the new strain of the new coronavirus,Omicron,global economic growth continued to slow and China’s economic development came under downward pressure."At the end of 2022,the country optimised its epidemic control policies,and in order to boost confidence,senior government officials reaffirmed the status of real estate as the pillar industry of the national economy,followed by the intensive introduction of relevant favourable policies to support a stable and healthy real estate market from the supply and demand perspective,In order to comprehensively support the stable and healthy development of the real estate market,pessimistic market expectations have been restored to some extent,but have not led to a rebound in real estate sales,in the long term,the underlying logic of real estate development,from scale to quality,policies to ensure the orderly and stable development of the industry.However,the post-epidemic era has not only accelerated the transformation of developers’investment strategies and the optimisation and innovation of industrial design,but has also changed people’s concept of life,habits and lifestyles.At the same time,the marketing methods of real estate have also undergone a dramatic difference,with a greater tendency towards experiential marketing and digital marketing.Through the analysis of the global environment and the analysis of the current situation and marketing strategy issues of H Real Estate Company,this paper uses the STP Marketing Strategy to arrive at a new positioning of H Real Estate Company in the post-epidemic era,and consequently formulates a 4P marketing mix for H Real Estate Company within the framework of this new positioning.This paper uses the PEST model and the five forces model to analyse the external environment and the competitive environment of H Real Estate Company respectively,and uses the SWOT analysis to analyse the characteristics of the internal environment of H Real Estate Company.After grasping all the factors influencing the environment,based on the STP marketing strategy theory,the three dimensions "S-Market Segmentation,TTarget Market Selection and P-Positioning" were used to develop the argument,and the three types of target market were finally selected:pragmatic and rigid customers,new and improved customers and family-oriented improved customers.The marketing positioning "healthy and quality mid to high end housing" was determined.Based on the clear positioning of real estate company H,we proposed the implementation of the 4P marketing strategy combination,focusing on "taste,health,happiness,details and service" at the product strategy level,multidimensional and reasonable pricing and perfecting price adjustment strategies at the price strategy level,perfecting the self-sales team,selecting excellent agents and setting up new media channels at the channel strategy level.In the channel strategy,the focus is on improving the self-selling team,selecting excellent agents and setting up new media channels,and in the promotion strategy,the focus is on optimising advertising,marketing activities and public relations.To ensure smooth implementation of the marketing strategy and 4P marketing mix,four safeguards were proposed,including financial safeguards,management safeguards,technical safeguards and corporate culture safeguards,which ultimately helped Real Estate Company H improve its market competitiveness through the implementation of marketing strategies after the epidemic.