Research On Marketing Strategy Of Dadi Dongfangmingdu

As a pillar industry of an area or even a country, the real estate industry has always been given intensive attention by the country, the government and customers. In particular, the industry developed with each passing day since 2003 no matter in first-tier cities like Beijing and Shanghai or in some second-tier cities like Zhengzhou and Xi'an or even in third-tier cities in the prefecture-level markets of many provinces, presenting a pleasing atmosphere of prosperous demand and supply. Meanwhile, the price of commercial housing rose successively, the price rises becoming bigger and bigger. A series of problems came with the favorable circumstances in terms of the investment, development and sales of this industry. For example, land supply get increasingly tight, common people had difficulty affording the expensive housing, and some speculators balefully disturbed the well-balanced trade market. In 2004, the central government started to adopt a series of macro-control measures. With the implementation of the specific control measures including "Eight Measures", "Implementing Rules of Six Stipulations" and "Limit of 90 m~2" in steps, the policy influence cast shadows on the whole prosperous real estate market, with developers in different areas affected in terms of land expropriation, financing, project development and sales to various extents.With the rapid development of the real estate market, its market environment looks versatile, customer demand appears diversified and homogeneity of products in an area gets more and more serious. All these result in the ever-increasing competitions among developers of the real estate industry. Above all, in hot areas planned by governments of various large and medium-sized cities, large quantities of big and small developers gather together for land requisitions and rush for product developments with similar plans, products, target customers and means of marketing, which results that demand exceeds supply in the primary real estate market in some areas, with many new buildings being dull of sale. The construction of a lot of projects have been completed or brought into service, but sales are in difficulty, and thus vacancy rate remains high. This is another disaster for developers under macro-control and they are facing the risk of the splitting of capital chain. The key reason for it is that besides the various risks existing in the external environment, developers themselves lack of sufficient capability of grasping market opportunities. Their market segmentation for regional market is not enough, target market not proper and market positioning not accurate, their product design is not in line with market demand and is too homogeneous, and their marketing strategy is too monadic and brand building backward.Adopting Reputed East City Project of Henan Dadi Real Estate Development Co. Ltd. as its research object, this thesis uses a series of methods including data analysis, field investigation, literature research, quantitative analysis to deeply analyze the internal and external environments and conduct the SWOT analysis to probe into its advantages and disadvantages so as to carry out an in-depth research regarding target market, positioning strategy, marketing mix strategy and brand building of this project and discuss on marketing strategy of this real estate development project. The research on and implementation of the marketing strategy of East City Project of Dadi Company gives very important reference significance for real estate developers of the same kind to formulate their marketing strategy.