Research On Improvement Of Marketing Channel Strategy Of YGC Lijing Mansion Project

In the course of decades of development,my country’s real estate market has gradually established a mature development system.After nearly two decades of rapid development,the real estate market has entered a mature and stable development period,and the development speed has gradually slowed down.In addition to the continuous upgrading of its own products,the development of an enterprise is more related to the success or failure of a project.In the current real estate industry,destocking has become the theme of most companies,and market changes are increasingly demanding companies’ own business philosophy,making companies have to change their traditional business models and look for new marketing methods to improve The marketing level of the enterprise can realize the improvement of its own operation.Marketing channel strategy,as an important part of corporate marketing strategy,is bound to face new requirements and challenges.Combining with the practical development of the YGC Lijing Mansion project in the marketing channel,sorting out the problems and deficiencies in its marketing channels,and combining relevant domestic and foreign research and theories,and proposing corresponding optimization strategies,using it as a channel for other real estate companies In terms of strategy optimization,provide effective reference and basis.This article takes the Lijing Mansion project as the research object,and studies the existing marketing channel strategies of the project.The main contents are as follows: First,comb the relevant research results at home and abroad,understand the basic research status and trends at home and abroad,and discuss the subject research involved Relevant theories and concepts are discussed to ensure that the subject has sufficient theoretical basis;secondly,it conducts research and analysis on the current situation of YGC Lijing Mansion project marketing channels,and conducts an in-depth investigation of the current channel strategy in the form of questionnaires,and understands its marketing The main problem of channel strategy lies in the failure of traditional media channels and the excessive cost of offline channels.Through further analysis of these problems,it is understood that the root cause of the problem lies in excessive dependence on offline channels,unsatisfactory advertising effects,and lack of attractiveness.,Channel selection is single,etc.;again according to the results of the questionnaire survey,analyze the problems and causes of the marketing channel strategy of the YGC Lijing Mansion project,and provide a practical basis for further research;finally,according to the corresponding research and analysis results,combined with the marketing channel strategy Related theories,put forward optimization and improvement strategies,and corresponding optimization management measures.