| Since the reform and opening up,China’s economy has developed rapidly,and the real estate market has entered a new stage of development after decades of prosperity.The state has set the main tone of "housing and living without speculation",all places are also strengthening the macro-control of the real estate industry,introducing a variety of purchase and loan restrictions,China’s real estate market has experienced policy regulation,industry competition intensification,consumer confidence decline and other factors,resulting in increasingly fierce market competition,housing demand tends to be rational,price sensitivity increases,purchase willingness to reduce and other problems are widespread.At the same time,with the rapid popularization of the Internet and information technology,consumers’ way of buying houses has also changed,and more and more people have begun to choose to watch,compare and buy properties online,which has brought new challenges and impacts to the traditional offline marketing model.And with the thunderstorm of housing enterprises,especially after Evergrande Real Estate also has problems,triggering a chain reaction,China’s real estate industry has come to a new inflection point,the market has entered the freezing point,the transaction volume is sluggish,the competition is more intense,the major real estate enterprises are getting more and more difficult,how to survive in the cold winter has become the primary task of the major real estate enterprises.BGY Group has won a lot of land all over the country when the market is hot,and basically in third-and fourth-tier cities,but with the cold of the market,marketing is facing huge challenges,especially the situation in the county is worse,how to develop housing that is more in line with the needs of locals on these lands,how to market housing better and faster,is a problem that BGY Real Estate Company and other small and medium-sized real estate companies must face.This paper takes the BGY Real Estate C Project in Yongfu County as the research object,comprehensively analyzes its marketing status and marketing environment based on marketing theory,and uses PEST analysis model and Porter’s five forces analysis model to study the marketing status,marketing environment,existing problems,marketing strategy optimization and marketing guarantee of BGY Real Estate C Project in Yongfu County around the 4P marketing theory.The study found that the project has the following problems: in terms of product strategy,first,the apartment design is unreasonable;Second,there is a lack of innovation in product design.In terms of price strategy,first,the price advantage is insufficient;Second,pricing lacks science.In terms of channel strategy,first,the offline channel structure is single;Second,online new media marketing is insufficient.In terms of promotion strategy,first,the form of promotion is single;Second,the promotion staff lacks professionalism.The above problems lead to the shortcomings of BGY Group C project,and analyze the reasons for its formation,one is insufficient market research and lack of deep understanding of the county market;Second,the development strategy is radical,and the market price trend is misjudged;Third,the channel construction time is short,and there is a lack of Internet talents;Fourth,the training mechanism is not perfect,and there is a lack of promotion operation.Furthermore,combined with the 4P marketing mix theory,it is optimized from four aspects: product,price,channel and promotion strategy,and the product strategy should be optimized to optimize the design of the apartment and enhance the project experience;In terms of price strategy,it is necessary to create price potential difference and multi-way differentiated pricing;In terms of channel strategy,it is necessary to improve channel construction and strengthen new media marketing;In terms of promotion strategy,it is necessary to enrich the form of promotion and improve the ability of promotion personnel.Finally,by rationalizing the marketing organization,strengthening marketing training,using information technology,and capital investment guarantee,the guarantee measures are put forward,so as to increase the feasibility of the implementation of the marketing strategy.By studying the real estate marketing of Country Garden Group in Yongfu County,this paper provides some theoretical support for the marketing of other small and medium-sized real estate enterprises,and also provides some relevant references and references for the marketing of real estate projects in other counties. |
