RESEARCH ON MARKETING STRATEGY OF REAL ESTATE ENTERPRISES

Анотація

In recent years, due to the continuous rise of national economic growth pressure and a variety of adverse factors, many real estate enterprises are facing downward risks and survival difficulties. In order to meet these challenges, real estate enterprises need to gradually slow down the pace of development and pay more attention to the progress of financing development. In order to maintain competitiveness and stabilize cash flow, the marketing of real estate projects has been put forward higher requirements. Based on the above background, this paper makes an in-depth study on the marketing strategy of real estate enterprises. This paper analyzes the influence of housing difficulty, epidemic prevention and control and other factors on real estate marketing, and puts forward targeted optimization strategies. These strategies include market segmentation, product strategy, price strategy, channel strategy, promotion strategy and advertising strategy. In the pricing strategy, we ensure the rationality and accuracy of the price through market analysis and parameter weighing. The channel strategy covers online and offline channels, such as circle of friends, small videos, traditional media and online media. Promotional strategies include organizing activities, celebrity endorsements, cultural and leisure activities, etc., to improve brand awareness and reputation. The advertising strategy is humanity-oriented, showing the scene of the purchase customer using the product. Enterprises need to comprehensively consider the characteristics of the project, market conditions and customer needs and other factors, flexibly adjust the pricing strategy and marketing strategy to ensure the successful sale of the project and the long-term stable development of the enterprise. The research of this paper can provide effective help for the real estate sales project in terms of resource integration, building a good brand image, and promoting the development of marketing work. At the same time, this research can also provide new ideas for the marketing of similar projects within enterprises and other real estate projects in the industry.

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