Urban Construction The Beiyuan Project Marketing Strategy Research

BeiYuan Garden with 2,300,000 square meters architecture area is the largest real estate subject in YaBei Area which is a hot pot in Beijing real estate market. What the customers want was solid strength of the developers, high quality, convenient traffic and integrate setting before. However, with the promotion of some new characteristic subjects such as Xin Jie Fang, Bei Chen Green, Wan Ke Shui Xie etc. in Ya Bei Area, Bei Yuan Garden is facing the fierce competition these years. If BeiYuan Garden only depends on the old experience, it'll lose the competition.BeiYuan Garden is facing the new demand of market. In the age of information explosion which makes the acquirement of the information easier, the customers become more intellectual and raise higher request in quality, setting, and service . On the other hand, the competitors in the real estate industry put more strength on the marketing to expand the market which makes the competition fiercer. Therefore, in order to win the competition, the subject of BeiYuan Garden must pay attention to the details such as quality, service etc. Besides, marketing is also important. It's needed that changing idea of marketing thoroughly, giving up the one-track marketing, adjusting marketing strategy timely according to the market request and making the project put into effect smoothly. The paper starts with outer circumstances of BeiYuan Garden, and elaborates the development of China real estate market, present conditions of Beijing real estate market and enterprises, existing problems in Beijing real estate market, the chance and challenge brought by entering WTO and holding Olympic Games and the conditions of competitors . The paper also analyzes the whole market conditions which BeiYuan Garden faces and studies BeiYuan Garden's chances, challenges, advantages and inferior strength by SWOT analysis method. It's concluded that BeiYuan Garden has more chances and advantages and has a bright prospect. The studying is also valuable for analyzing the marketing strategy of BeiYuan Garden.After analyzing the developers, the subject character, the customers conditions and the marketing of BeiYuan Garden, the following problems of Bei Yuan Garden marketing are exposed.Ignoring trademark marketing.Pursuing fashion marketing idea excessively.Ignoring propaganda and marketing on- line.The marketing planning being short of flexibility.The qualities of salesman need promotion.According to these problems and the character of BeiYuan Garden Subject, the marketing strategies about trademark, price, product, promotion etc. are made. In order to carrying out these marketing strategies better, the measures, which include changing marketing idea, training employees, responsibility system measures and establishing excellent corporation culture are built.The purpose of this paper is improving the marketing of BeiYuan Garden, promoting sales, enhancing the subject competition ability and contributing to future development of ChengJian Group through studying and analyzing marketing strategies of BeiYuan Garden Subject.