| Along with the continuous development of the national economy, the real estate market today, the homogeneity of their products is getting higher and higher, more competitive, various types of advertising sales and styles, so that customers could be overwhelmed buyers. 07,08 After years the volatility of the real estate market, buyers become more and more customers now rational and not blindly in pursuit of their own needs and not to buy products. Real estate marketing is no longer a simple job to another era of newspaper ads, but the needs of the marketing system is based on theoretical knowledge, the comprehensive use of various communication elements of the integrated marketing strategy. This article is specific real estate projects in the city --- high, on an analysis of the real estate marketing strategy.The first part of this article from the domestic and Changchun City, the beginning of the real estate situation analysis and systematic summary of the current real estate trends affect the main reason for Changchun. The first half of 2008, at the national regulation and control policy-driven, China's real estate market from overheating in 2007 towards a rational regression, adjusted high of the indicators, the excessive demand for effective inhibition of the bubble; but the third quarter of 2008, the market started its rapid downlink, and shows the downward trend to accelerate. At the national "capital growth" policies, as well as all aspects of the leading efforts of the fourth quarter, further deterioration of the real estate market to curb the trend, the overall market return and to maintain a rational and stable development trend. Is expected in 2009 trading volume picked up the real estate market, the price will return to rationality.From Changchun City to see housing sales units: 90m2 following the sale of units of the total area of 33.9%; 90-144m2 area of the unit sales accounted for 45.3 percent of the total. This shows that small and medium-sized housing units is the main force people to buy products. Commodity housing purchase objects from view: the city's urban residents to purchase the total sales area of 86.6%, can be seen that the city's urban residents mainly of owner-occupied buyers still. In this paper, the second part of the main analysis of the Changchun High-tech Zone of the regional advantages, and major real estate projects in the region. Advantages of the project area is gradually emerging, high-tech of the new residents of the majority of the district as a teacher, mainly of high-tech personnel, and their standard of living is higher, have a stronger purchasing power, but also the center of town planning with the south, Fuyuan District, southwest and south-west auto industry to start building the park, southwest China will face unprecedented development opportunities. The region a land bank sufficient supply of large plots, and the geology, topography and other natural conditions suitable for a good real estate development, regional development is a broad space.Changchun, in accordance with the planning of urban development in the next few years, high-tech Industrial Development Zone will become the focus of urban development, to speed up the urbanization process will lead the development of the real estate market. According to the Government's short-term, long-term planning, "the Government across the border", "controlled the South West Extension" for the southwest region have to provide a good platform, but also as a High-tech Zone, Changchun City, the fastest economic growth area, will to take this opportunity to enhance the overall strength of the region. By then, the Southwest will become vice Center in Changchun City. Whether economic, political, cultural, or real estate, will be grown by leaps and bounds.In this paper, the third part of the main analysis of the high-tech city of the specific circumstances of the project. Project is from high-tech industries (Group) Company Limited under the high-tech real estate development company to develop the first commercial and residential projects. Planning the total number of 5000, the current 400,000 square meters built, to move into 2,500 households owners. Facade construction projects bright, avant-garde design, and layout of architectural forms in the main by the multi-storey, small high-rise, garden house, the combination of exclusive villas. City high-tech products in the sale of residential units the size of the main range of 59-175 square meters; product type to a multi-level, consisting mainly of small high-level; product mix in 1 room, 2 rooms, 3 bedrooms main. 89 square meters of which 2 rooms 2 rooms, 115 square meters 3 bedrooms 2 of the Office of the younger buyers the most favored customers. High-tech city project a reasonable type of product, the structure of the rich, with an area of moderate range, satisfied customers to purchase their own homes and improve the living environment for the purpose of the rigidity of the demand for buying houses.High-tech city project in accordance with the SWOT analysis, the future of high-tech city project focused on the direction of marketing efforts is the continuing influence of the large building; products in the customers have more recognition at the same time, and guide customers to the income and quality of high-grade customers transition; owners of the project to increase a sense of pride, a sense of belonging; drive to upgrade the company's brand.In this paper, the fourth part of the city against high-tech projects, the use of theoretical knowledge of integrated marketing communication, respectively, from the brand, price, media, channel, promotion, customer management aspects of the six systems analysis.(1) high-tech city project in accordance with the actual situation at the present stage, the overall image of the project re-interpretation of positioning, the erection of high-tech city of Changchun, chief intellectual project --- the middle of the city suitable for living brand. Set aside for the project to develop the overall competitiveness and attraction, and for the progressive upgrading of the latter projects the image and do a good job paving the way prices have been driven work. According to project the image of the brand positioning, to extract the high-tech city of the advertising language --- the middle class intellectual, a city of life. Guide the client's attention the concerns from the simple vision of the product itself to the changes in the future a better life, thus the impact of customer purchase behavior.Enhance the high-tech city project at the same time influential brand, marketing strategy of the most far-reaching goal is to put up high-tech city from a single item to the high-tech real estate brands to enhance the company's brand, the erection of high-impact real estate brand.(2) give full consideration to the overall market price movements, the system research project is similar to the surrounding units competing goods sales price, a detailed analysis of projects with high-tech city may sell the merits of the relationship between product type, and then the difference between the formulation and competitors of the selling price .(3) through a variety of reasonable arrangements for the media, quickly and effectively communicate with target customers, the release of all their sales information, and promote customers to buy. And the need to focus on the release of the same period of time in order to achieve the effect of maximizing the marketing voice to enlarge the purpose of(4) As the market from the "seller's market" to "buyer's market" as well as changes in business from the "product-centric" to "consumer-centric" transformation, sales channels, as companies understand the consumer, communication and consumer means to grasp the core of consumers has become an important resource for enterprises to build highly efficient and stable sales network, the ability to improve the competitiveness of enterprises become more important.(5) in accordance with the progress of the sale period and a different product mix, the promotional activities carried out to attract customer attention, and appropriate price concessions to speed up the progress of customer purchase.(6) customer management, to establish a stable customer relationship and maintaining customer loyalty. The expansion of new and old customers and effect. Recommended to carry out the old owners sold the new owners incentives to promote the old owners recommend customers take the initiative for the project and to facilitate the promotion of the old contract for the project owners to take the initiative to recommend and promote the turnover of customers.Fully mechanized, the integrated marketing communication strategy is a high-tech city project viable marketing strategy, sales tasks to complete the project phase at the same time, high-tech city project will be to the high-tech brand of real estate development company brand transition, for the development of follow-up project to lay a brand force. |
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