Theoretical Study On The Marketing Planning Of The Real Estate Project

At present, China is building a well-off society in a period of accelerated economic development, and the real estate industry, which is regarded as a leading industry of economy, will no doubt become a driving force for the national economy's pillar industries. On the condition of market competiton when demand limited, without successful market positioning and selling propaganda, the commercial building can not be sold no matter how good it is, also it is impossible for the enterprise profit. Marketing real estate project planning will become the most important competition means by which real estate enterprises can win market share in the future. Just based on this point, this paper has done the systematic research for the real estate project marketing planning, and has expected to guide the marketing planning to the enterprise t and to provide some new planing ideas.In this paper, Marketing, Planning, Management, Real estate economics, Managerial economics, and other disciplines relevant theories were utilized to study the strategic sense and the work flow of real estate project marketing plan. First, this article systematically summarized the implementation characteristics of product strategy, price strategy, channel strategy and promotion strategy; Next, it proposed a new idea, the cyclic process of the real estate project market positioning, and expands the market positioning to the brand localization and the image localization; Finally, basing on pointing out the former wrong idea of project planing which only take "sale", instead of the marketing feedback and control, this paper will introducing "the satisfaction of customer " and "the investment risk control" into marketing planning. In "CS marketing strategy" one chapter, it has established the real estate project customer degree of satisfaction fuzzy synthesis judgment model, and has analyzed the customer demand difference according to the project product degree of satisfaction evaluation height, thus provides the decision-making basis for the project market positioning and the plan design; In "the real estate project marketing risk control" one chapter, it has established project investment risk r simulation model on the condition of the cash flow approximately subject to beta distribution.Through simulation of net present value and net present value index, simulation results meet the accuracy requirements and can provide the basis for project investment decision-making.