Research On Marketing Strategy Of LJ Real Estate Agency Company In Zhongguancun Region

The ongoing urbanization and high-developing economy in China made its intermediary trading market of second-house overcome the initial phase full of deception,unreasonable price and violation operations and entered into a new stage with branding,standardization and professionalization.In 2001,LJ real estate agency was established in Beijing.This agency is a comprehensive platform based on big data related to real estate,involving relevant trading,new house agency,house tenancy,asset custody and so on.The major area of Zhongguancun is a central region of real estate agencies.Since the proposal of "house is for residence instead of speculation" in 2016,a new round of survey in real estate market has lasted for 5 years.Under the background of "house is for residence instead of speculation",some competitive methods such as 50percent-off intermediary fees and commission refund appear.Therefore,this passage discussed how to help LJ real estate agency reduce business loss in Zhongguancun major area by increasing house-visiting efficiency and showing brand differentiation to promote earnings growth.This passage analyzed the real estate industry by utilizing Porters Five Forces and the macro-environment of real estate agency through PEST Model,combining the data of all the stores to induce what can be improved in the Zhongguancun major area so as to make a better marketing strategy than that of the present.At last,a detailed security plan is produced for the successful implementation of this new marketing strategy.