Sales & Marketing Strategy Studies Of R.A. Land Development Co. Ltd

In recent years, with the high-speed development of Chinese Economics, the competition of real estate market has become increasingly fierce; the marketing planning is becoming more and more important too. Beyond reproach,2008 is a year of policy for real estate. In this year, Chinese real estate industry face intense shocks from market and policy, especially in Shanghai, real estate suffer an unprecedented severe test. Therefore, RA Land Development Co., Ltd will need to do depth marketing research and scientifically reasonable marketing planning, to remain invincible within the sharp competition.This article use "STP"(segmentation, targeting, positioning) and "4P" theory to analysis this project's macroscopic market environment,regional market environment and competition condition first, then analysis the project's superior,inferiority,opportunity and threat, and then do market segmentation according to differently variable of consumer, fix the target market within these market segmentation, confirm this project's market position on the base of analyzing target market. Final, define the marketing strategy for the project according to the market positioning, which is detailed described from the aspect of product strategy,price strategy,channel strategy and promoted strategy. In this article, the marketing planning is enforced according to the idea of the whole procedure of marketing, basing on consumer requirement,market allocation,product planning,market generalization et al. The old method which only focuses on the market generalization was changed in the article.In this paper, in the real estate marketing plan on the exploration and study, want to sum up a viable framework for real estate marketing, real estate development projects for RA Land Development Co., Ltd to provide decision support.