Research On Marketing Strategy Optimization Of JY Real Estate Company’s Project A

In recent years,with the increasing pressure on national economic growth,nearly 50 large real estate enterprises collapsed,the global COVID-19 continued,and many other adverse factors appeared,the majority of real estate enterprises are not only facing downward development risks,but also facing survival difficulties.Project A,located in the west of Zhengzhou,is a characteristic town project built by JY Company in Zhengzhou.The project has been developed and constructed for more than ten years.In recent years,the project marketing is facing great challenges due to factors such as the market downturn and the continued epidemic situation.On the other hand,the project also has some problems,such as the deviation between the early market positioning and the current market situation,and the difficulty in adapting the project marketing channels and promotion methods to the overall market situation.Based on the above background,the research of this thesis takes the promotion of the marketing effect of Project A as the core goal,and designs the corresponding project marketing strategy optimization suggestions.After a series of market research,it was found that the COVID-19 epidemic and the downward market expectations had a certain negative impact on consumers’ enthusiasm for buying houses.However,in general,the rigid demand and improvement demand of consumers still exist,and the market still has a certain space scale.Therefore,first of all,this thesis analyzes the macro and micro marketing environment of Project A by combining PESTEL analysis method and Porter’s five forces model,analyzes and clarifies the customer demand and market situation,based on which,this thesis reasonably optimizes the market segmentation and target market selection of the project,and uses the relatively low price and low threshold attributes of the project’s garden house products as a breakthrough to expand the project’s market positioning and attract more customers,So as to effectively deal with the pressure brought by the downward market;Secondly,the project market positioning strategy shall be reasonably optimized based on six factors,including project product attributes,product cost performance ratio,product functions,users,product categories,and competitors,and the positioning strategies in four aspects,including product,brand,competition,and consumers,shall be defined;Thirdly,under the current economic,market and epidemic prevention and control environment,conventional marketing methods can no longer effectively meet the marketing needs.Therefore,future projects should combine new technologies,appropriately change marketing ideas,and use digital marketing,online marketing and other means that are more in line with the reality to reasonably carry out marketing work.In general,the project marketing idea was changed from the traditional "mainly offline,supplemented by online" to "mainly online,supplemented by offline".On this basis,combined with the 4P theory,the product,price,distribution and promotion strategies of the project are reasonably optimized to design a more effective marketing strategy;Finally,combining with the actual situation,this thesis puts forward the implementation plan and safeguard measures of the marketing strategy,hoping that the project can obtain better marketing effect in the future.The research of this thesis can effectively help Project A to integrate resources,shape a good brand image,and promote the development of marketing;On the other hand,this study can also provide new ideas for the marketing of similar projects within enterprises and other real estate projects in the industry;Finally,this study can also enrich the relevant research results of real estate project marketing strategies under the COVID-19 epidemic and real estate digital and intelligent marketing strategies.