Research On Marketing Strategy Of Xinlicheng Project Of Greenland Real Estate

In order to achieve excellent sales performance of Greenland Real Estate Shenyang Xinlicheng Project,successfully complete the business objectives,and establish a good market reputation in Shenyang real estate,this paper specially formulated marketing strategies in line with the actual situation of the project.At present,there are many problems such as difficulty in development and construction,difficulty in sales,etc.Which require correct and feasible marketing strategies to assist the sales work of the project.As the person in charge of project operation and marketing,the author of this paper starts from the project reality,comprehensively considers the internal and external environment faced by the Project of Xinlicheng,anchors the customer base,makes precise positioning,and provides data support and full-cycle marketing strategy for project and the realization of sales performance.According to the customer card data developed in the early stage of the project,STP marketing theory was applied to select the market segments of "rigid demand" and "rigid change" for Xinlicheng project,to determine the market positioning of "out-of-print villa area healthy residence",and to propose the value proposition of "the best improvement of human settlements".Then on the basis of the classic marketing theory of 4Ps,the marketing theories of 7Ps and 4Cs are comprehensively applied to put forward the strategy of product performance and combination of product and service in terms of product strategy.In terms of price strategy,the traditional cost-plus pricing method is adopted.In the aspect of channel strategy,the combination of self-owned personnel and agents,the combination of sales mode and marketing mode,the combination of owner circle and enterprise cooperation;In terms of promotion strategy,advertising strategy,public relations promotion strategy and marketing model area display strategy are applied.At the same time,marketing process management,tangible display management,from the perspective of customers,to create unique products,provide one-stop convenience supporting services.Through the above researches,the marketing strategy of New Downtown project is more systematic and more visual,which provides a solid guarantee for the implementation of marketing strategy of the project from the perspectives of personnel,financial resources and organization and helps the project to achieve the sales target and restore the cash flow quickly.In a word,the formulation of the marketing strategy of Xinlicheng project makes the marketing process of Greenland Shenfu Company more orderly and institutionalized,and the marketing strategy is clear and operational,which has a good reference significance for similar products of Xinlicheng project.