Research On The Hanlin Project Of YC Real Estate Company

Accompanying the full implement of the more strict macro adjustment and control policy of the government, the realty business face big turning point, the adjustment and reforming of the whole industry will come. This article discussed the development method of medium and small scale realty enterprises under this new environment through thorough typical case analysis.YC company's "Hanlin Residence" project got a big success on not only on the market positioning, but also on building and development and marketing strategy, and this project bring high profit for the enterprise.Through the review of this successful case, this article analyzed the unique points in project planning and construction process, marketing process and brand promoting process, and summarized the differentiated strategy through project quality, realty management and service and culture connotation meaning intension.If the medium and small realty enterprises want to survive and develop in the cruel market competition, they must have a clear brand-focusing and differentiated strategy, they need to avoid competition with the big enterprises, they need to be small but smart, small but absorption, finding the shortage of the market demand, and work in the empty place of the market, and try to form their advantage on regional market. Brand-focusing strategy and differentiated strategy require the enterprise to have higher management ability and marketing ability, and to create innovation by using higher human resources, to strengthen the competition capacity itself, and to keep the sustainable development.