Marketing Strategic Research Of Li Yuan Sunshine House

Real Estate, as a rising industry, is entering its best developing period with the development of economy and people's demand for houses to live in. Now, Real Estate has become one of the pillar industries in national economy and enjoyed a vital position in modern economic society.Keeping the synchronous course with the rise, development and gradually maturity of Real Estate, the content of Marketing Plan of Real Estate is also accumulating rich experience for its variety and abundance. After the cognitive and being acquainted periods, the Real Estate developers now have reached a further actual step to accept the Marketing Plan of Real Estate and attach great importance in the utilization of Marketing Plan in their projects.This thesis will cover the detailed Marketing Plan research on sales integrating the concrete practice of "Li Yuan Sunshine" project. In this research, it will firstly show the connotation, historical background, function scope, and object definition, etc. of the Marketing Plan of Real Estate; with those advanced theories both at home and abroad, on the basis of marketing mix theory listed as 4Ps,4Cs,4Rs, this research will find a practical and workable Marketing Plan for "Li Yuan Sunshine" project, provide effective ways for Real Estate developers and property owners to realize a win-win situation, also advance some experience during the process of exploration in theory study concluded in the practice.Combining theory and practice, the creative point of this thesis lies in reducing promotion costs of projects when having realized a good promotion effect through the most common combination of various medias in different situations. The actual sales of the houses of "Li Yuan Sunshine" project shows clearly that the core demands and customers enjoy an accurate position in the Marketing Plan of this project, with which planners could have better interactions with those house buyers. However, the plan is still in performance, so the final evaluation could not be concluded at present.This Marketing Plan delivers extensive cognition to house buyers during its elementary performance within 2 months. After 3 months of performance, its sales are increasing gradually and have accomplished the expectations.