Fu Chen Real Estate Company Century Project Marketing Strategy Study

As a pillar industry for an area and even for a country, the real estate industry has been given extensive attention by the country, the governments and consumers. With the rapid development of the real estate market, its market environment is getting changeable and customer needs turning diversified, but homogeneity of products in a particular area is becoming more and more serious, thus competitions among various real estate developers being more and more fierce. As a result, supply has exceeded demand in the primary real estate market in certain areas, with lots of buildings being dull of sale. The constructions of projects are being completed in succession or are to be delivered for use, but sales are in great difficulty, with vacancy rate remaining high. Besides, macro control adds another adverse effect for developers and they are even at risk of the breaking of their fund chain. Except for various threats in the external environment, the reasons for this phenomenon are that developers themselves do not have good enough capability to deal with the market, and market segmentation for area markets is not enough and market positioning not exact, and products do not meet the needs of the market and are too homogeneous, and market strategy are simplex and brand building backward.With Kaiyuan Mingdu Project developed by Henan Fuchen Real Estate Development Co. Ltd. as the research object, this article adopts the method of integrating theoretical analysis with empirical analysis, mainly using qualitative analysis and interlarded with certain quantitative analysis. Starting with the analysis of the current marketing status and the external environment of Fuchen Real Estate Company, the author employs the modern marketing theory, especially some leading-edge theories and viewpoints, to formulate the feasible marketing tactics for Fuchen Company and Kaiyuan Mingdu Project. Therein, brand promotion, brand innovation, product pricing, marketing channels, promotion and other aspects are elaborated with emphasis. In addition, based on the current status of Fuchen Company, the article also put forward suggestions on the implementation of the marketing tactics, including the development and management of sales forces, strengthening service consciousness and so on, expecting that Fuchen Company can finally improve its core competence and combat market risks to achieve its objective of sustainable development through the implementation of the marketing tactics. Meanwhile, it is expected that the research result of this article may have some reference significance for other congener real estate enterprises.