Research On Marketing Strategy Of Y Residential Project Of M Real Estate Company

In recent years,market competition in the real estate industry has become increasingly fierce.With the introduction of the Central Government’s three red lines policy,real estate enterprises are facing a series of difficulties and challenges such as rising investment costs,increasingly tight development cycles and severe market conditions under the increasing pressure of policy regulation,market competition and financing supervision.As a typical capital-intensive industry,the sustainable and healthy development of real estate enterprises cannot be achieved without capital turnover,and the requirements for project marketing are becoming increasingly high.In order to ensure a stable return of capital and maintain the long-term development of the enterprise,a precise analysis of the marketing environment and scientific formulation of marketing strategies are required.This thesis takes M real estate company Y residential project as the research object,on the basis of analysis of real estate marketing and other cutting-edge literature and theories,through the use of PEST analysis model and Porter’s five forces model to conduct a comprehensive analysis of the company’s macro market environment and industry competition environment,through the questionnaire focused on the analysis of the problems and reasons in the current state of marketing,and came to the conclusion that product design personalization is not intelligent enough The company’s marketing strategy is not flexible enough;the marketing channels are also narrow and not diversified enough;the promotion means are limited and not competitive;the comprehensive quality of marketing personnel is low;the service process is incomplete;and the tangible display is not sufficient.Based on this,in the face of these problems in M Real Estate’s Y residential project,targeted optimisation strategies are proposed with the help of the 7P service marketing theory:(1)optimise late products and enrich product design;(2)scientifically formulate pricing strategies and adjust pricing in time with market fluctuations;(3)build online and offline network marketing systems and strengthen the construction of traditional marketing channels;(4)enrich promotional activities and allow customers to participate in activities to enhance product recognition;(5)improve the quality of marketing personnel and human resources reserves;(6)improve the service process and simplify the home purchase process;(7)establish a standardised tangible display system and create an image display system.Through the research and design of the marketing strategy of Y residential project,this thesis aims to establish a good brand reputation for the project to better meet the needs of consumers and market recognition,so as to attract more potential buyers and achieve satisfactory sales performance,and ultimately provide a strong guarantee for the sustainable development of M real estate company,as well as provide reference and reference for the development of marketing strategies for similar real estate companies.