Research On Marketing Mix Strategy Of Residential Product Of T Project Of H Real Estate Group In Shenyang

In recent years,with the rapid development of China’s social economy,the real estate industry has also gained more development opportunities and become an important part of China’s economy.The real estate industry chain is relatively long,which can directly or indirectly guide or influence the development of related industries and become an indispensable basic element of each industry.In 2020,despite the impact of the epidemic,the real estate industry still achieved a value increase of 2.9%,and the market prospects are still considerable.In the more than 40 years since the development of real estate industry in China,the competition among real estate enterprises has been gradually transformed from a single soil storage strength to a multi-dimensional strength such as management and brand.The intensification of competition among enterprises,the successive introduction of various national and local policies,the oversupply of the real estate industry as a whole,the change of consumers’ attitude towards house purchase and other factors jointly lead to the increase in sales difficulty.In today’s increasingly competitive market,the condition for real estate enterprises to obtain market share has changed from providing high-quality products to providing high-quality services on the basic premise of guaranteeing product quality,so as to improve customer satisfaction,gain customer loyalty to the enterprise,and improve market competitiveness.After 25 years of development,H Real Estate Group has become a leading enterprise in the real estate industry.The T project in Shenyang,endorsed by THE brand of H Real Estate Group,has been recognized by the market and achieved fair sales performance since its launch.However,in the face of such fierce competition in the real estate market,it is still necessary to develop a set of systematic and scientific service marketing strategies to ensure the competitive position of T project residential products in the market.This paper takes the residential products of T project of H Real Estate Group in Shenyang as the research object,analyzes the current marketing status of the residential products of T project,and makes an in-depth analysis of the resources and capabilities of H Real Estate Group and T project,in order to fully understand the internal environment.Through the PEST and Porter five Forces model,the external macro environment,industrial environment and competitive environment are analyzed,and the internal strengths and weaknesses of the enterprise are combined to form a SWOT matrix model,based on which the strategic direction suitable for the development of T project is analyzed.Then,STP theory is applied to market segmentation,target market selection and positioning of T project housing products,and marketing objectives and strategies of T project housing products are formulated.Finally,the corresponding guarantee scheme is proposed to support the implementation of guarantee T project service marketing strategy.Through the research of this paper,on the one hand,refining and mining the core competitiveness of the project to develop service marketing strategy,promote project influence and product sales growth;On the other hand,it can also provide decision-making guidance for H Real Estate Group Liaoning Co.,Ltd.to acquire land and sell new land in the future and formulate service marketing strategies in the same industry,and also provide case reference for further popularization and promotion of service marketing concepts and theories in the real estate industry.