The Marketing Plan Of Bei Hong He Pan Mansion

The real estate industry has been flourishing with fast growth ofmacro-economics since reform and opening-up, esp. after twice periodicfluctuation in the industry around the country. Laws and regulations related tothe industry have been become more and more effective. Consumers havebecome more reasonable and diversified, and a large number of houses arewaiting to be sold. Therefore careful and comprehensive market research isvital to the success of any real estate project.In order to ensure the marketing program will be more practical, this papermakes a analysis in the following four aspects:1st:The analysis of real estate industry in Harbin CityFirst , the paper makes an overall review of the city's industry in 2004, andmake a conclusion that it is in good condition for the city's industry. Then thepaper points out that the unsalable is a commonplace in such a industry, andbelieves it is the result of imbalance of between supply and demand, notbecause of too many up-scale or large houses. Finally it concludes that up-scaleor large houses are not over supplied, and "Beihong riverside apartment"(thereal estate project) will meet the demand.2nd:Analysis of the project by SWOTSWOT is a means to analyse the strength, weakness, opportunity andthreat of the project, which is a reliable basis for its marketing position.3rd:Analysis of competitorsThe competitors are including those projects in the same area and theprojects with the similar price in different areas. By careful comparison, we canmake specific marketing strategies of price, advertisement, etc4th:Analysis of consumer demandConsumers commonly spend a lot of time to make their final decisions. Soit's necessary to know more about their habits. This paper made the followingmarket research:1.Who are the main body of house buyers.2.What are theiraims to buy houses.3.Where do they prefer to buy houses.4.When do they buyhouses.5.What types of houses do they prefer.6.How to buy their houses. Wecan find our target consumers by the result of such a market research.The following are the detailed promotion program according to the aboveresearch.