In many aspects of personal growth, everyone has written papers, and you must be familiar with all kinds of papers. The paper is of great significance to all educators and the improvement of human understanding. How to write a paper to avoid stepping on thunder? The following is the main reference of my carefully organized real estate thesis, which is for reference only. Welcome to read!

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Extended content

Real estate model essay

Abstract: With the rapid development of the real estate industry, the competition in the real estate industry is becoming more and more fierce. Therefore, how to ensure the survival and development of real estate enterprises through effective marketing means and strategies is very important, because the marketing means and strategies of real estate enterprises are directly related to the core competitiveness of real estate enterprises in the market. Based on this, this paper analyzes the existing problems and marketing status of real estate enterprises, and puts forward feasible marketing innovation strategies through analysis, in order to provide valuable reference for the better development of real estate enterprises in China.

Keywords: new situation; Real estate marketing; Strategic innovation

1, overview of real estate marketing

Real estate is a kind of property and power, which refers to land and houses in material form. Real estate is not only an objective material form, but also its property and power belong to the legal category. The real estate industry is also an independent industry with both production and service functions, covering development, construction, operation, leasing and intermediary services related to real estate. The development purpose of the real estate industry is to create economic value, and its economic activities also include land development and utilization, real estate management, housing development and construction, housing management, real estate intermediary services, housing property management, real estate finance and the real estate market formed on this basis. Although real estate is a commodity, this special commodity is based on land, which not only has obvious inherent characteristics of land, but also has bearing, immovability, difference and indelible. Marketing strategy is an action plan and overall goal planning designed by real estate enterprises to achieve specific marketing goals and ensure the healthy and stable development of enterprises. Through strategic planning and rational allocation of enterprise resources, the marketing activities of enterprises can achieve dynamic balance with various opportunities provided by the marketing environment within acceptable risk limits. With the full integration of real estate industry and marketing, real estate marketing has gradually become an inevitable direction to lead the development of real estate economy under the impetus of commodity economy. From the definition of real estate marketing, the process of real estate marketing is actually the process of real estate enterprises to achieve business goals and obtain economic benefits. When marketing, real estate enterprises mainly provide services related to office, residence and venue for consumers according to their actual needs and potential wishes. Real estate marketing is not a simple sales promotion, but a whole process marketing, and its marketing activities will run through the whole real estate development process. In addition, the purpose of real estate marketing is to complete the sales task, and its activity center is to realize the final commodity exchange.

2. Real estate marketing under the new situation.

2. 1 unreasonable product positioning.

Although real estate enterprises have adopted many promotion methods and introduced many preferential policies in the sales process, the digestion speed of products is still not satisfactory, which has not aroused the enthusiasm of consumers. The main reason for this problem is that real estate enterprises did not fully investigate the market before product marketing, which led to some defects in products and failed to keep up with the changes in market demand, thus leading to the lag in real estate sales. Take product positioning as an example; In the product design stage, developers did not pay full attention to the factors such as project layout, landscape and floor that consumers care about, but blindly emphasized the image and concept of real estate. Too high product positioning not only fails to meet the needs of consumers, but also leads to the virtual height of housing positioning and too large area, so the virtual high product positioning also makes it difficult for real estate enterprises to stabilize their position and positioning in the market competition. Especially with the rising house prices, people buy houses more rationally. If the backlog of products is not released for a long time, it will inevitably have a great impact on vacant houses, thus hindering the healthy and long-term development of real estate enterprises in the market.

2.2 brand awareness is not strong

With the maturity of the real estate market and the enhancement of consumers' rational consumption consciousness, improving the brand competitiveness of products has become a problem that must be considered in the development of real estate enterprises. Brand is not only the embodiment of the "spiritual value" of the product, but also enables consumers to have a sense of identity with the product when buying a house, thus taking the initiative to pay for the product. However, in the real estate market of China, there are very few enterprises that are really making brands, accounting for only 1%. Many enterprises can't guarantee that their brand value has enough core competitiveness, but rely on the brand advantages of previous successful projects to increase the number of products without improving product quality, which leads to the loss of consumers and the dishonesty of products.

2.3 Backward marketing model

The marketing model of real estate enterprises in China is relatively traditional, and its marketing model has not kept up with the development of the times. Only relying on advertising bombing marketing strategy can not only achieve the final publicity effect and purpose, but also weaken the competitiveness of enterprises in the market. In order to expand marketing in the market, some real estate enterprises spend a lot of money on advertising, and even play the edge of the policy. Although they increase consumers' attention, consumers do not buy it after investigation, and the advertising marketing method with inflated positioning even causes strong dissatisfaction among consumers. The main reason for this phenomenon is that real estate enterprises did not fully investigate the market before marketing, and their marketing strategies not only failed to form an effective demand relationship with consumers and the market, but also hindered consumers' willingness to buy, which led to a serious decline in product turnover. Therefore, only by breaking the shackles of the traditional marketing model and constantly optimizing the marketing model can real estate enterprises occupy a dominant position in the market and achieve healthy and long-term development.

3. Marketing innovation strategy of real estate enterprises.

3. 1 Focus on market positioning

Market research is the guarantee for the smooth marketing activities of real estate enterprises. If real estate enterprises do not pay attention to market research before marketing, they will have to spend a lot of energy to fill this gap in the marketing process, thus affecting the effect and goal of enterprises in sales. Therefore, it is very important for real estate enterprises to do market research before marketing. Only by doing market research well before marketing can real estate enterprises occupy a dominant position in marketing and enhance their popularity and brand influence.

3.2 Innovative marketing concept

There are essential differences between real estate marketing and product marketing of other enterprises, because housing construction is closely related to people's personal and property safety, so the quality of housing construction is the focus of the majority of owners in real estate marketing. In this regard, when making innovative marketing strategies, real estate enterprises must strictly control the quality of real estate to ensure that the quality of real estate meets the standards and requirements. The traditional real estate marketing model failed to make substantial progress, mainly because the management of real estate enterprises paid too much attention to price in the marketing process and did not fully consider the real needs and ideas of owners according to the law of market development. Although this kind of marketing mode that pays too much attention to price can get some benefits in a short time, it is difficult to achieve long-term benefits. Therefore, the decision-making level of real estate enterprises should be liberated from the traditional marketing concept, change their thinking, change price marketing into quality marketing through the innovation of marketing strategy, so as to meet the actual needs of consumers, satisfy their wishes with high-quality and high-quality products, and obtain a broader market.

3.3 Establish brand awareness

When making marketing plans, real estate enterprises should not only be market-oriented, but also fully combine the actual needs of the market. Because the landing point of marketing lies in the market, the relevant marketers of real estate enterprises must conduct in-depth analysis and research on the supply and demand structure of the real estate market before making plans, so as to avoid the problems of vague direction and unclear goals in marketing of real estate enterprises. First of all, it is necessary to investigate the basic situation of the market in order to provide an important basis for the subsequent construction of various houses; Secondly, the scheme should be based on customer needs. Only by understanding and mastering the actual needs of customers can the planning and construction of houses satisfy customers and be recognized by customers. Therefore, as the decision-making level of real estate enterprises, enterprises should focus on the brand benefits of enterprises when making marketing plans, scientifically and reasonably make short-,medium-and long-term marketing plans according to the relationship between market supply and demand and periodic changes, and build a well-known enterprise with excellent brand and good image for real estate enterprises through reasonable planning of marketing plans.

3.4 Innovative marketing model

Although the development of China's real estate industry has made great achievements, compared with developed countries, there are still many problems in China's real estate industry, especially in the innovation of marketing model. The single traditional marketing model of China real estate industry not only seriously restricts the development of China real estate market, but also affects the innovation ability of China real estate enterprises in the market. In the traditional marketing model, the social popularity and market influence of real estate enterprises are mainly obtained through product promotion, promotion and direct sales. However, the singleness and backwardness of the traditional marketing model not only lead to the failure of most real estate enterprises to achieve the expected goals, but also lead to the decline of their market competitiveness, which seriously threatens the survival and development of real estate enterprises. With the rapid development of China's economy and the continuous progress of science and technology, the application of computer technology and information technology not only provides important technical support for the formulation of marketing strategies of China real estate enterprises, but also further expands and strengthens the scope and intensity of real estate product promotion through the Internet platform, laying a solid foundation for marketing innovation of real estate enterprises. In addition, with the support of information technology, real estate enterprises can also develop their own exclusive websites, so that enterprises can use their own professional operating platforms to regularly publish real estate information on their websites, and customers can conduct a series of activities such as house selection and house purchase through the websites, which can not only save time, but also improve the efficiency of real estate transactions, and enterprises can also gain popularity and influence from them. In short, with the advent of the Internet and the information age, China's real estate enterprises must keep pace with the times when formulating marketing strategies, constantly optimize marketing methods, and bring more economic and social benefits to enterprises through marketing innovation while meeting their development and innovation needs.

4. Concluding remarks

To sum up, with the normalization of China's real estate industry regulation, real estate enterprises must put the innovation of marketing planning in the first place if they want to gain greater development space in the face of opportunities and challenges. Marketing strategy is conducive to the overall planning and unified arrangement of marketing activities of real estate enterprises, to improving the utilization efficiency of resources of real estate enterprises, and to enhancing the stability of marketing activities and other activities of enterprises. It is not only a powerful weapon for real estate enterprises to participate in market competition, but also an important way for employees to participate in management. Therefore, making the correct marketing strategy is an important magic weapon for real estate enterprises to win, which is of great significance to the development of enterprises.

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