Research On Sunshine Greentown Property Company Marketing Strategy

As the role closest to residents,property management services play an important role in satisfying people’s better life,and will also play an increasingly important role in the future under the support of national policies.In the epidemic prevention and control,property enterprises,as an important link in the epidemic prevention system,played an important role in building a solid line of life safety,and the value of property services was rapidly perceived and recognized.Sunshine Greentown Property Management Company is a 27 year old property service and management enterprise,the service scope covers residential,commercial,office building,policy-based housing and other types.Under the background of fierce market competition and rapid development and stratification of property management industry,in order to seek better development,Sunshine Greentown Property Management Company actively participates in market competition and improves its business ability.However,the company has problems such as lack of market expansion channels,lack of professional talents and diversified demand of owners.We take Sunshine Greentown Property Company as the research object,first uses PEST to analyze the external environment of the company,and uses Porter’s five forces analysis tool to analyze its strategic environment.The analysis shows that the market competition environment facing Sunshine Greentown is very fierce,the threat of competitors is greater,Sunshine Greentown in the development process must continue to innovate,form the unique brand effect of enterprises,in order to stand out in the increasingly fierce market competition.Secondly,through the construction of SWOT matrix analysis of SO,WO,ST,WT four strategies for the follow-up of Sunshine Greentown,market development strategy provides a strong basis.Finally,through QSPM matrix analysis,the horizontal market expansion strategy is the optimal strategy for the market development strategy of Sunshine Greentown.Sunshine Greentown should,on the basis of maintaining the existing customer relationship,use the brand effect brought by Sunshine Greentown to explore housing projects,government projects,universities and other markets.Specific measures include internal entrepreneurship,external merger and acquisition,and strategic alliance.Meanwhile,in the process of strategy implementation,we should pay attention to increasing operating cost control,optimizing performance evaluation,audit control and other safeguard measures.Through the study of this paper for small and medium-sized property enterprises to formulate effective market development strategy to provide suggestions.