Residential Real Estate Project Marketing Environment And Strategies

China's real estate industry has developed into one of the most important industries in the national economy, the investment scale in 2006 nearly 2 trillion yuan, nearly 60,000 enterprises, employing 1,500,000, with annual sales of 6,000,000,000,000 square meters area, with annual sales of more than 2,000,000,000,000 yuan. Real estate has become Chinese driving force for the change of consumption structure and industrial structure and it has become a veritable pillar industries in new period.However, when the real estate industry developed rapidly, a number of factors of disharmony began to appear, high housing prices, significantly exceeded the national capacity to pay; Housing structure is irrational, tenancy and sell ratio significantly increase, decline in consumer consumption, all these reasons cause corporate earning under threat; Enterprises do not attach importance to the marketing environment, over-exaggerate the role of the marketing plan, one-sided emphasis on experience and selling brightness. Through analysis of these issues, the authors suggest that marketing analysis of the environmental neglect and misunderstanding into the marketing strategy is key to the problem. Based on the basic theory of marketing, the author has done a detailed analysis with the internal and external marketing environment, and applies approach of qualitative and quantitative in the marketing environment for a strict evaluation. At the same time, the author point out that the real estate marketing strategy should be based on pricing strategy and product strategy at the core. Finally, the author used the ideas and methods of this article for the HaiDayuntian real estate project successfully.