Case Study On The Binjiang Project Developed By Changsha Constrction C Company

Because of the global economic recession in 2008, the real estate market in Changsha is also entering a period of adjustment and the competition between the real estate corporate becomes more and more fierce. Under this condition, the researches on real estate market are extremely important. Project Riverside Gold Block is a top grade residence project emboldened by Changsha General Construction Real Estate Corp. Considering the harsh and homogenous market, it is sure that only by making and carrying out the proper marketing strategy that makes good use of the product's and company's advantage can fulfill the talent showing in the market.This paper first summarizes the relevant theoretical knowledge of marketing, such as portfolio theory of marketing (4P, 4C and 4R), positioning theory, market segmentation theory, differentiated marketing theory and experiential marketing theory and relationship marketing theory, laid a solid foundation for the development of a scientific and reasonable marketing palnning of Project Riverside Gold Block.A survey is conducted to require the customer demand and the analyses of the present marketing situation is made in macro layer and microcosmic layer.Then we discuss the strength, weakness, opportunity and threaten of the project by SWOT Analysis. The differential marketing strategy is presented according to the 4C, 4P and 4R theories, and introduced the experiential marketing, relationship marketing and related sales tools, so the specifications of how to take this strategy in to effect are illustrated.Marketing control is an important part of the marketing strategy, which contributes the smarter reaction to the market and the competitive advantage.To make sure the strategy could be carried out efficiently, the ideal and specified regulations on marketing control of marketing schedule; the marketing price and the marketing costs are presented. An analysis is corried out based on the previous phase of the projiect, and some necessary means are taked for the deviation.The result shows that a proper marketing strategy would promote sales volume and increase competitiveness. At the same time, a good marketing plan should be sufficiently flexible to be able to respond in a timely manner to market changes and make appropriate adjustments.