Research On Service Marketing Strategy Improvement Of N Real Estate Company

In the past two decades,with the deepening of urbanization in China,the real estate industry has become the most important pillar industry of the national economy.However,the long-term and rapid development of the industry has also accumulated many deep-seated contradictions and problems(such as abnormally high housing prices,land finance,etc.),which have increasingly affected the sustainable and healthy development of China’s economy.Under the general principle of "no speculation in real estate",the financial regulation policy in real estate has been continuously strengthened in the past three years,and the real estate foam has been quickly and effectively suppressed,even the question of excessive regulation policy has emerged.The golden and silver era of China’s real estate market has ended.In general,it has entered the buyer’s market where supply exceeds demand.In this context,real estate developers are generally faced with many difficulties and problems,such as increased inventory,falling transaction prices,sharp decline in trading volume,stagnant capital return,debt default,and steep increase in bankruptcy risk.In this context,how different types of real estate companies develop reliable and effective marketing strategies according to their own characteristics and conditions,combined with the new market and social policy environment,and resolve the difficulties and crises they are facing,has become an important topic for them to improve their market competitiveness and survival and development capabilities.This paper aims to explore how N Real Estate Company can improve its performance by improving its marketing strategy.N Real Estate Company is a small and medium-sized enterprise that has operated in prefecture-level cities for many years and enjoys a good reputation in the local market.However,with the gradual expansion of the scale of the enterprise and the intensification of the competition in the business environment of the industry,many problems in its operation have also begun to be exposed,especially the marketing problem.This paper uses theoretical research and questionnaire analysis to find the following main problems in the marketing of N Real Estate Company: unreasonable product design,outdated appearance design,lack of flexibility in pricing mechanism,lack of online marketing channels,lack of innovation in promotion methods,weak service awareness of marketing service personnel,low efficiency of marketing processes,and insufficient attractiveness of tangible displays.Based on this,the marketing strategic environment analysis theory(PEST analysis model,Porter’s five forces analysis model,SWOT analysis method)is comprehensively used to analyze the internal and external environment of the company.Based on the 7Ps marketing theory,the following marketing strategy improvement suggestions are proposed:product strategy includes the diversified design of hardbound houses,the increase of compact apartment design,and the innovation of building exterior decoration;Price strategy includes differentiated pricing strategy and stage pricing strategy;Channel strategy includes expanding internet marketing channels;Promotion strategies include building word-of-mouth marketing strategies,expanding advertising coverage,actively organizing public welfare activities,and establishing brand image;The promotion strategy of marketing personnel includes improving the service quality and marketing ability of marketing personnel;The marketing process improvement strategy includes the standardized marketing service process and the provision of self-service room service process;The tangible display strategy includes virtual reality interactive experience real estate display and visual house purchase experience display.The research results of this paper on the promotion of marketing strategy of N real estate company provide valuable reference for N company to improve its marketing strategy,enhance its market awareness and market share,and also provide some new marketing ideas for the same type of companies in the real estate industry.