Research On Marketing Strategy Of Real Estate Project In Late Trading Period

With the rapid development of China’s economy and the accelerating process of urbanization,the real estate industry is developing rapidly.Since the late 1990 s,the real estate industry has experienced four stages: pilot reform,rapid transformation,extensive development and intensive cultivation.The faster and faster pace of development leads to the continuous increase of housing inventory.In the 2015 government work conference,it was repeatedly proposed to accelerate the de inventory of real estate.Since then,with the response and support of governments at all levels,real estate developers have adjusted their strategies to speed up sales,and the inventory problem has been solved.At the same time,how to quickly liquidate real estate developers has become a new problem.The longer the tail market exists,the more vested interests obtained in the early stage will be diluted.This problem has become a great challenge for real estate companies.In order to solve the problem that the profit is diluted by the end of the trading period,this paper starts with improving and improving the marketing planning in the end of the trading period,and improves the marketing strategy from the three aspects of marketing management,channel and price,so as to achieve the purpose of poly profit and even increase the profit.Through the analysis of the implementation of the marketing plan of H project,this paper summarizes several kinds of problems existing in the final period,namely personnel management,customer management,waste of marketing expenses,unscientific pricing and so on.Analyze the background of the above problems through pest and use SWOT to establish the project marketing direction-give play to internal advantages and actively seize external opportunities.In view of the above problems,PDCA cycle working principle,5W1 H working principle,lean marketing idea and analytic hierarchy process are introduced.Provide a practical and effective method for the promotion of marketing work in the late trading period.It is hoped that through targeted improvement of the marketing strategy in the closing period,the cohesion of the team in the closing period will be improved,the waste of marketing expenses will be reduced,the number of customer visits will be increased,and the rapid liquidation of the closing period will be realized,so as to avoid the dilution of profits in the closing period.Through the summary of the problems existing in the final stage of H Project and the proposal of marketing scheme,it provides a reference scheme for the marketing planning of real estate projects and contributes to the marketing strategy of the real estate industry...