Project marketing in property right industry lacks effective publicity means.

A: (1) Ignoring branding and lacking core competitiveness. Although there are many real estate developers in China, both powerful large enterprises and local small enterprises are not doing well in branding corporate image, which is directly related to their poor brand image marketing. In particular, many small enterprises often learn and imitate the marketing strategies of large enterprises in marketing. Although it has made some achievements, it can't leave a deep impact on consumers in the promotion of corporate brands, so it can't occupy a larger market share and achieve long-term development. Due to the lack of good corporate brand image marketing, many real estates do not have their own corporate brands, further losing their core competitiveness. Ignoring corporate brand image marketing is a major problem in China's real estate marketing. (2) Single price strategy and single promotion strategy affect the marketing effect. A big problem is that the price strategy is too single. Once the price is set, it is unwilling to change. It can be said that the price is the main reason that affects consumers to buy a house, but the long-term unchanged price will definitely affect consumers' enthusiasm for buying a house. Even if some will adjust housing prices, there is no law at all and a large number of consumers are lost. (3) Unclear market positioning and target market Many real estate developers have a problem in marketing that the market positioning is unclear, which is related to their lack of scientific and meticulous market research. In marketing, they often only consider how to sell more houses and how to get greater economic benefits, and rarely conduct a scientific and detailed analysis and research on the market in advance. At the same time, I also lack a clear understanding of myself, and I have no clear understanding and judgment of my position in the real estate market and my advantages and disadvantages. On the other hand, the target market in marketing is not clear. Many real estate developers often use large advertisements in marketing, thinking that this can let more people know about real estate information, but the effect is not obvious. Many real estate businesses still adhere to the "I-oriented" propaganda method in marketing, and do not understand the real needs of customers. In short, as long as the house can be sold, even consumers will be deceived and their promises will not be fulfilled. (D) single marketing means, the effect is not obvious. Another big problem of real estate marketing is that the marketing methods are too single. Too much is used in marketing, such as leaflets distribution and advertisements, and not much is used in media such as the Internet. Backward marketing methods will not achieve good marketing results, and even many of them have little effect and waste a lot of manpower and material resources. Second, the strategy to solve the problems in China's real estate marketing (1) Establishing brand awareness and building a distinctive corporate brand are the core competitiveness of enterprises, and establishing a brand will greatly improve the core competitiveness of enterprises. With the improvement of people's living standards, their requirements for houses have begun to pay more attention to taste and cultural connotation, so we should pay attention to the promotion of culture and green atmosphere in marketing. At the same time, in order to improve the happiness of customers, we should pay attention to the improvement of service quality in marketing, strive to improve the quality service, humanistic care and personalized life for customers, be different and highlight the characteristics of individual brands. At the same time, efforts should be made to improve the ability and quality of marketers and cultivate their service level. Among them, business level and affinity are very important. Giving consumers a comfortable and pleasant feeling in marketing and publicity will greatly stimulate consumers' enthusiasm for buying houses. It is also necessary to cultivate the brand awareness of marketers, so that they can fully realize that their words and deeds have a direct impact on the brand image of enterprises. In a word, shaping the brand image of an enterprise in marketing requires all the efforts of the merchants. (2) Develop dynamic price strategy and improve promotion methods. Price is the direct factor that affects consumers' purchase, and it can also be said to be the main factor. Before buying a house, consumers often carefully consider the price, and some people even spend a lot of time observing the changes in real estate prices. In order to promote the sustainable sale of housing, dynamic price strategy should be formulated in marketing. Under normal circumstances, the price will be set according to the purchasing power of consumers, but when the property is sold for a period of time, it is necessary to actively adjust the price. If the sales in the first three months are good, we can raise some prices appropriately, which can accelerate consumers' desire to buy. However, after this peak sales period, we can reduce some prices appropriately, but not too much, so as to attract some consumers. (III) Defining Market Positioning and Target Market In order to avoid economic losses caused by blind marketing, real estate developers should define market positioning and target market before marketing. First of all, we must do a good job in market research. The sale of real estate is closely related to the development of local politics, economy, education, culture and health, so before marketing, we must understand the local economic development. At the same time, we should broaden our horizons, understand the economic situation in the surrounding areas, and see if there is room for appreciation and development in the local area. At the same time, we should also make a careful analysis of the local real estate market, have an accurate market positioning in the local real estate market, realize our own strengths and weaknesses, and strive to foster strengths and avoid weaknesses. On the other hand, in market research, it is necessary to make clear the target market, avoid useless marketing, select target customers according to their own characteristics, conduct marketing publicity for specific groups, organically combine their own characteristics with individual consumers, and grasp the consumption psychology and needs of target groups to achieve twice the result with half the effort. (4) Strengthen the innovation of marketing strategies and broaden marketing channels. With the continuous improvement of people's living standards, their requirements for quality of life are also constantly improving, so their requirements for living are not limited to being able to live. When buying a building, they often consider many aspects, such as the design of the building, the environment of the community and the cultural connotation. Therefore, real estate developers should strive to innovate marketing strategies and do a good job of spiritual care and cultural care for customers, which is also the inevitable trend of real estate development from materialization to culture. Therefore, real estate developers can do some cultural marketing, green marketing and even service marketing according to the needs of consumers. For example, when they promote, they can add some humanistic and green flavor to make customers feel comfortable and naturally rise to happiness. On the other hand, according to the new requirements of market changes, traditional marketing channels can no longer attract more customers' attention, so real estate developers should increase the use of media, especially the use of network and media. References: [1] Gao Yajuan, on the problems and countermeasures faced by real estate enterprises in marketing [J]; The manager, 20 14( 12X) [2] Zhang Xingyu, Cui faqiang, analysis of problems and countermeasures in real estate marketing planning [j]; Shang, 20 14( 1) [3] Qi Juan, analysis of problems and countermeasures in real estate marketing planning [J]; Architectural Engineering Technology and Design, 20 16(8)

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Problems and Countermeasures in Real Estate Marketing

Problems and Countermeasures in Real Estate Marketing

1. Problems in China's real estate marketing (1) ignore brand image building and lack core competitiveness. Although there are many real estate developers in China, there are not many good brands in corporate image building, whether it is powerful large enterprises or local small enterprises, which is directly related to their poor brand image marketing. In particular, many small enterprises often learn and imitate the marketing strategies of large enterprises in marketing. Although it has made some achievements, it can't leave a deep impact on consumers in the promotion of corporate brands, so it can't occupy a larger market share and achieve long-term development. Due to the lack of good corporate brand image marketing, many real estates do not have their own corporate brands, further losing their core competitiveness. Ignoring corporate brand image marketing is a major problem in China's real estate marketing. (2) Single price strategy and single promotion strategy affect the marketing effect. A big problem is that the price strategy is too single. Once the price is set, it is unwilling to change. It can be said that the price is the main reason that affects consumers to buy a house, but the long-term unchanged price will definitely affect consumers' enthusiasm for buying a house. Even if some will adjust housing prices, there is no law at all and a large number of consumers are lost. (3) Unclear market positioning and target market Many real estate developers have a problem in marketing that the market positioning is unclear, which is related to their lack of scientific and meticulous market research. In marketing, they often only consider how to sell more houses and how to get greater economic benefits, and rarely conduct a scientific and detailed analysis and research on the market in advance. At the same time, I also lack a clear understanding of myself, and I have no clear understanding and judgment of my position in the real estate market and my advantages and disadvantages. On the other hand, the target market in marketing is not clear. Many real estate developers often use large advertisements in marketing, thinking that this can let more people know about real estate information, but the effect is not obvious. Many real estate businesses still adhere to the "I-oriented" propaganda method in marketing, and do not understand the real needs of customers. In short, as long as the house can be sold, even consumers will be deceived and their promises will not be fulfilled. (D) single marketing means, the effect is not obvious. Another big problem of real estate marketing is that the marketing methods are too single. Too much is used in marketing, such as leaflets distribution and advertisements, and not much is used in media such as the Internet. Backward marketing methods will not achieve good marketing results, and even many of them have little effect and waste a lot of manpower and material resources. Second, the strategy to solve the problems in China's real estate marketing (1) Establishing brand awareness and building a distinctive corporate brand are the core competitiveness of enterprises, and establishing a brand will greatly improve the core competitiveness of enterprises. With the improvement of people's living standards, their requirements for houses have begun to pay more attention to taste and cultural connotation, so we should pay attention to the promotion of culture and green atmosphere in marketing. At the same time, in order to improve the happiness of customers, we should pay attention to the improvement of service quality in marketing, strive to improve the quality service, humanistic care and personalized life for customers, be different and highlight the characteristics of individual brands. At the same time, efforts should be made to improve the ability and quality of marketers and cultivate their service level. Among them, business level and affinity are very important. Giving consumers a comfortable and pleasant feeling in marketing and publicity will greatly stimulate consumers' enthusiasm for buying houses. It is also necessary to cultivate the brand awareness of marketers, so that they can fully realize that their words and deeds have a direct impact on the brand image of enterprises. In a word, shaping the brand image of an enterprise in marketing requires all the efforts of the merchants. (2) Develop dynamic price strategy and improve promotion methods. Price is the direct factor that affects consumers' purchase, and it can also be said to be the main factor. Before buying a house, consumers often carefully consider the price, and some people even spend a lot of time observing the changes in real estate prices. In order to promote the sustainable sale of housing, dynamic price strategy should be formulated in marketing. Under normal circumstances, the price will be set according to the purchasing power of consumers, but when the property is sold for a period of time, it is necessary to actively adjust the price. If the sales in the first three months are good, we can raise some prices appropriately, which can accelerate consumers' desire to buy. However, after this peak sales period, we can reduce some prices appropriately, but not too much, so as to attract some consumers. (III) Defining Market Positioning and Target Market In order to avoid economic losses caused by blind marketing, real estate developers should define market positioning and target market before marketing. First of all, we must do a good job in market research. The sale of real estate is closely related to the development of local politics, economy, education, culture and health, so before marketing, we must understand the local economic development. At the same time, we should broaden our horizons, understand the economic situation in the surrounding areas, and see if there is room for appreciation and development in the local area. At the same time, we should also make a careful analysis of the local real estate market, have an accurate market positioning in the local real estate market, realize our own strengths and weaknesses, and strive to foster strengths and avoid weaknesses. On the other hand, in market research, it is necessary to make clear the target market, avoid useless marketing, select target customers according to their own characteristics, conduct marketing publicity for specific groups, organically combine their own characteristics with individual consumers, and grasp the consumption psychology and needs of target groups to achieve twice the result with half the effort. (4) Strengthen the innovation of marketing strategies and broaden marketing channels. With the continuous improvement of people's living standards, their requirements for quality of life are also constantly improving, so their requirements for living are not limited to being able to live. When buying a building, they often consider many aspects, such as the design of the building, the environment of the community and the cultural connotation. Therefore, real estate developers should strive to innovate marketing strategies and do a good job of spiritual care and cultural care for customers, which is also the inevitable trend of real estate development from materialization to culture. Therefore, real estate developers can do some cultural marketing, green marketing and even service marketing according to the needs of consumers. For example, when they promote, they can add some humanistic and green flavor to make customers feel comfortable and naturally rise to happiness. On the other hand, according to the new requirements of market changes, traditional marketing channels can no longer attract more customers' attention, so real estate developers should increase the use of media, especially the use of network and media.