Longhu Jinan High-end Real Estate Company Marketing Strategy Optimization Study

At present,a new round of domestic industrial reform is in full swing,the real estate industry as a pillar industry of China’s economy,the level of development of China’s industrial structure adjustment has played an important role in the impact.Relevant data show that China’s real estat e industry has been the original undersupply towards the direction of oversupply,for this reason,the real estate industry needs to change the traditional marketing model,only by using more advanced marketing strategies to stand out in the increasingly f ierce market competition.In addition,the improvement of living standards makes people’s requirements for houses higher and higher,and the high-end real estate market is developing rapidly.However,the development of China’s high-end real estate market is still in its infancy,especially in terms of marketing strategy,which is still limited by the traditional sales model of improved housing.This paper takes the high-end real estate project of Longhu Jinan Company as the research object and studies its marketing strategy optimization.Firstly,this study summarizes the domestic and international research on real estate marketing strategy,and on its basis defines the concepts of real estate marketing and high-end real estate,and reviews important market ing-related theories such as 4P theory,STP theory and PEST theory.Secondly,the current development status of high-end real estate of Longhu Jinan and the marketing environment faced by its high-end real estate are analyzed,and the current problems in t he marketing of high-end real estate of Longhu Jinan,such as insufficient product highlights,confusing pricing model,less than expected marketing cost investment and return,insufficient innovation ability in the form of promotion,and uneven quality of marketing personnel,are pointed out by means of questionnaire survey,and the reasons for these marketing problems are analyzed.The reasons for these problems were analyzed.Then,the marketing strategy was optimized from four aspects,including product strategy,price strategy,channel strategy,and promotion strategy,taking into account the actual situation of the company.Finally,Longfor Jinan puts forward the guarantee measures for the implementation of marketing strategy from three aspects: organi zation,system and fund.The research of this paper can help Longfor Jinan to better develop the marketing strategy of high-end real estate and promote the transformation and upgrading of the company,and also provide solutions and reference for other real estate companies in developing the marketing strategy of high-end real estate.