房地产企业营销策略提升研究——以A公司GFSY项目为例

Research on the Promotion of Marketing Strategy of Real Estate Enterprises——Take the GFSY Project of Company A as an Example

在房地产"去库存"和"三道红线"的双重压力下,市场营销成为房地产企业关注的焦点。该文以A公司GFSY项目为研究对象,在分析项目营销现状及存在问题的基础上,借鉴STP方法进行市场分析,从产品、价格、渠道、促销、体验式营销等方面提出GFSY项目的组合营销策略。研究结论对A公司GFSY项目的营销及其他类似项目的营销具有实践意义。

Under the dual pressure of"de-inventory"and"three red lines"of real estate,marketing has become the focus of real estate enterprises.Taking the GFSY project of A company as the research object,based on the analysis of the current situation and existing problems of project marketing,this paper uses STP method for market analysis,and puts forward the combined marketing strategy of GFSY project from the aspects of product,price,channel,promotion and experiential marketing.The research conclusion has practical significance for the marketing of GFSY project of company A and other similar projects.