The Marketing Strategy Optimization Research Of R Real Estate Company Ganzhou Project

The market competition is becoming increasingly fierce,and the de-stocking efforts are becoming more and more difficult.After three years of active price reduction and promotion of the epidemic,marketing has been troubled in the cage of market price war.How to keep the project competitive,how to improve the core competitiveness of the project itself,and how to let marketing return to marketing have become the issues that R Real Estate Company Ganzhou Project needs to rethink.Therefore,this thesis analyzes the current situation and problems of R real estate company’s Ganzhou project marketing strategy,and carries out research on the optimization of the project marketing strategy based on the problems.This thesis first introduces the theoretical research progress and research results of real estate marketing at home and abroad,and then uses the questionnaire survey method and field survey method to study the problems and causes of problems in the marketing strategy of R real estate company’s Ganzhou project in detail.Finally,the marketing strategy optimization is studied based on the7 P marketing theory.Based on the research in this article,the following conclusions can be drawn: Firstly,the marketing strategy of R Real Estate Company’s Ganzhou project is not reasonable and accurate in the allocation of residential product types,the design of public areas and hardbound configurations need to be improved,the price fixing lacks a certain elastic space,the price system does not have the ability to squeeze sales,the marketing channel is relatively single,online marketing and personnel outreach efforts are insufficient,and distribution and full staff marketing sales channels are lacking Inadequate creativity in promotional forms,lack of brand information in promotional content,lack of service awareness among marketing personnel,sales ability of marketing personnel to be improved,efficiency of the marketing and purchasing process to be improved,limited understanding of project information by customers during the house viewing process,lack of innovation and stage updates in tangible displays,insufficient auditory and olfactory experience,and lack of project product information display.The causes of the problem include deviation from the market in product size matching and prices,lack of effective implementation plans,lack of team stability and professionalism,and insufficient safeguards for the implementation of marketing strategies.Based on the 7P marketing theory and combined with the current situation of R Real Estate Company’s Ganzhou project,the following marketing strategy optimization research was conducted: product strategy includes optimizing the internal supporting facilities of the product,adjusting the sales plan of the unit size ratio,upgrading the hardware configuration and exterior decoration of the product;Pricing strategies include optimizing pricing methods and establishing a diversified discount system;Channel strategies include using full member marketing channels,increasing online marketing channels,and adopting distribution cooperation channels;Promotion strategies include creating event marketing promotion models,strengthening brand promotion efforts,and operating online media promotion content;Personnel strategy includes improving the service awareness of marketing personnel and enhancing their sales ability;Process marketing includes standardizing existing service processes and building a self-service housing system;The tangible display strategy includes innovative display content,intelligent interactive experiential display space,enhanced auditory and olfactory experience,and hardbound product craftsmanship display.