Guangxi West Lake Dongjun Marketing Strategy

The development of real estate started from the change of housing policies. During recent years, with the growth of GDP and the process of Urbanization, this industry grows quickly. In 2007, it reached its top. In 2008, it experienced short-term decline and in 2009 it return to its initial level and reached another climate.Under the changing environment, real estate industry also faces great risk and it is the same as the Real Estate Project. The accurate position can make the project more successful using marketing theory.On the basis of anaIysising of the full study at home and abroad,this paper select West-lake Project as research object. This paper make macro and micro background analysis on the project and the aim is to help make accurate STP strategy. At last, this project choosed "jing zhi life" as its positioning. According to this positioning and the 4P theory, this paper make some analysis including product,price and promotion strategies. Based on the analysis,this project was very successful. The result gives evidence that we should pay attention to the marketing analysis during the period of the project in real estate. Besides, it can help make right positiong and ensure the selling successful. The goal is get more benefit.