Research On The Marketing Strategy Of JY Project Of Yingtan Mingxin Real Estate Development Compan

At present,the economy is facing great downward pressure,the market is sluggish,and the national real estate market is facing unprecedented challenges.In terms of macro-control,the state has put forward relevant policies such as "the house is for living,not for speculation","the price of land is stable,the price of housing is stable,and the expectation is s table",which will become the main theme of the current and future period.The real estate marketing is faced with the pressure of large stock of commercial housing,difficult sales,sharp decline in sales scale,and lack of customer confidence in buying houses.At the same time,there are problems such as incomplete and inaccurate market analysis,single marketing strategy,inadequate product experience marketing and service experience marketing,and inaccurate precision marketing.How to carry out real estate project marketing in the above context is the main purpose of this research topic.This paper takes the JY project of Mingxin Real Estate Development Co.,Ltd.as the research object.After a brief analysis of the basic situation of the project,it foc uses on the analysis of the pressure and existing problems faced by the JY project by using the method of combining interview survey and questionnaire survey.It believes that the JY project marketing is not in place in terms of market research and customer analysis,marketing ideas lag behind,marketing strategies are not systematic,and marketing guarantee cannot keep up.On this basis,based on the STP and 4P theories,the article proposes that "marketing mix strategy" should be adopted based on the market and consumer demand as the research object.In terms of product strategy,it is proposed to build a product value promotion system,deepen product experience marketing,optim ize product mix promotion.In terms of channel strategy,it is suggested to int roduce agents,cooperative distributors,encourage all staff marketing,and combine online and offline three-dimensional promotion.In terms of price strategy,it is proposed to build a project price system around the target profit.In terms of promotion s trategy,it is proposed to carry out advertising and pr ice promotion in the form of activit ies according to time nodes.In order to improve the brand image and market competitiveness of the project,accelerate the sales speed,realize the rapid withdrawal of funds and increase the project profits.This study can not only provide proposal for JY project marketing of Mingxin Real Estate Development Company,but also provide experience reference for similar real estate project marketing.