Title: A Case Study of Marketing Strategy of Dongyu Real Estate Company
Author: Xiaoyong Liang
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: Education Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 7th Stamford International conference “Leadership & Social Sustainability in the Tech -Driven Era” SECTION-8 (pp.1500-1510) conference proceedings PDF
Abstract
With the increasingly fierce market competition, traditional real estate enterprises have had more obvious marketing problems, such as marketing approach does not meet the development of the times, market positioning is not accurate, pricing does not meet consumers’ expectations, and they need to adjust their traditional marketing methods in order to survive, develop and grow in the fierce market competition. This study took Dongyu Real Estate Company as a case study, with the objectives: 1) To analyze the marketing status of Dongyu Real Estate Company; 2) To analyze the strengths, weaknesses, opportunities, and challenges of Dongyu Real Estate Company; 3) To analyze the 4Ps strategy of Dongyu Real Estate Company.
This study used the qualitative research method. Conclusions were drawn by analyzing the research results of scholars and the actual situation of Dongyu Real Estate Company.Based on the 4Ps theory and the SWOT analysis, the marketing status and environment of Dongyu Real Estate Company were analysed, and corresponding 4Ps strategies were provided. The study found that: 1) The marketing situation of Dongyu Real Estate Company was worrying, and there were many problems such as lack of marketing awareness, inaccurate product strategic positioning and unscientific price setting; 2) Dongyu Real Estate Company had outstanding advantages in financing and product quality, and opportunities for local people in Shenyang and the price was expected to increase, but it also had disadvantages in insufficient product functions and backward marketing methods, as well as the challenges of consumption downgrade and fierce competition among developers after the new crown; 3) The 4Ps strategy of Dongyu Real Estate Company was mainly manifested as follows: product design centered on consumers, more cost-effective housing resources, promotion combination of online and offline methods, and channel marketing and integrating internet and big data technology.
In conclusion, based on the SWOT and the 4Ps theory analyses of Dongyu Real Estate Company marketing strategy had certain advantages, but there were many problems, needed to be analyzed from different perspectives, combined with real estate policy and market pricing machine to develop and set the appropriate marketing plan, and in the implementation of continuous optimization, to ultimately improve the sales performance of Dongyu Real Estate Company.
Keywords: marketing strategy, SWOT analysis, 4Ps theory.
A Case Study of Marketing Strategy of Dongyu Real Estate Company
6417195036 Xiaoyong Liang 2566 (2023) A Case Study of Marketing Strategy of Dongyu Real Estate Company สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Education Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,Education Management