The Research On Marketing Strategy Of Rhine City Housing Project Of TianYuan Company

In recent years, investments on real estate development in big cities became overheated, return rate fell down, risk increased, in this occasion, many large companies went to middle or small cities where land resource is relatively ample,competing is not so severe, Changsha take the advantage and became a hot ground for estate development.With a stable growth of the city's economy, the enhance of consumptive power, the expansion of city territory, the balanced development of city planning, and the strongly support of the government, estate developers' confidence were great increased. Big companies like Sunshine100, Greentown Group, Hutchison Whampoa group, Vanke Group, China Citic Group are all already depeloped busineses in this city.Exterior big developer brought in more normative market operations, promoted the overall operation level, products continually upgraded, meanwhile increased the competition extent of Changsha's real estate market. To enhance developer's core ability——the ability of marketing, seems be particularly important in this upgraded market."Rhine city", the object this article researched, is the first large scale housing project developed by Hunan Tianyuan Real Estate Company. This article firstly took a overview on general concepts, characteristic of real estate market, and the marketing theories and methods of realty project. Then learnt about current information of the market of Changsha city especially in Yuelu district, besides studied consumer behavior and competitive realty projects. After analyzed macrconditions such as policy, economy, society and technology, this article analyzed the project with the "SWOT" method, then made market positioning, established marketing strategy, also analyzed potential risks and present corresponding countermeasure.The research result of the article has prodigious theoretic and applicatory meaning to Hunan Tianyuan real estate company which just stepped into development of large scale housing project, it should be utilized directly in the project, meanwhile to establish the corporate marketing system and to set up a good foundation for the marketing management of next projects.The marketing strategy, business technology and method of real estate project researched in this article need to be summarized and systemized in the actual works, to develop it into a suit of worthful instructive instrument for the marketing management of modern real estate corporation.