| As a base industry, the real estate industry plays an important role in the development of national economy. In the past two years, with a transition from government control to market adjustment in economy, the real estate market has developed fast. The coming year of 2006 will witness both chances and challenges for the domestic real estate corporation.Y project is the third phase of He Chang Garden that is developed by X Corporation. In 2005, macroeconomic control is reinforced for the real estate industry. Since the intensifying market competition highlights the importance of the real estate's brand, the supervisor of X Corporation has adjusted the competition strategy. Therefore, whether Y project will succeed or not is very important to X Corporation. After introducing Y Project and the domestic real estate market, the paper analyzes what is the suitable competition strategy and how to market on every side in order to build up competitive advantage of both X Corporation and Y project.There are five chapters in the paper. Chapter 1 introduces the situation of X Corporation and the background of Y project, and points out some problems need to be dealt with. Chapter 2 analyses the circumstance of Y project from the aspects of the category,the competition,the company and the customer. In accordance to the characteristics of Y Project, the target market is chosen and the product is positioned with the help of STP analytical method in Chapter 3. After systematic studying on customer demands, Chapter 4 begins to plan the marketing strategy in full scale. The last chapter is related to the marketing dissemination strategy. |
