Shenyang Dong Yi Garden Project Marketing Strategy Research

Located in the No.66 Dadong Xiaoheyanlu Road in Dadong District of Shenyang City, Dongyi Garden is developed and constructed by Shenyang Urban Construction Real Estate Development Co, LTD. This project covers an area of 210,000 square meters, with a building area of 510,000 square meters. The first phase of the project covers a building area of 130,000 square meters, with 656 apartments which was already sold and lived by the end of 2003. The second phase of the project covers a building area of 380,000 square meters, with 2100 apartments among which there are 600 apartments for original dwellers who used to live in the place where the Dongyi Garden is built and over 1500 apartments for commercial housing. It starts construction at the end of 2004 and will be sold at the beginning of 2005.With Shenyang's rapid economic growth and the development of urban refurbishment construction, real estate corporations foresee great potentials in this field. New apartment buildings mushroom, seeing a fierce competition and a growth rate over 60% in a real estate investment year. That people in Shenyang are keen to improve their living condition throws a higher requirement of housing and hereby results in the prosperous buying and selling markets in real estate sector.In the environment of opportunities and challenges, Dongyi Garden comes to the market. It can be a major task for the Dongyi Garden's developer and marketing department to distinguish it in the competition when high-grade commercial housings are over-supplied in Shenyang, to exploit it advantages to the full, and to make a successful market strategy with a flying score sales volume which serves future development.Via an in-depth analysis of current real estate market in Shenyang and advantages and disadvantages between different projects and apartment buildings, this paper has identified the target market, by using 4C and 4P theory in real estate marketing pointed out that product strategy, price strategy, percedure strategy, promotion strategy etc. should be adopted, which in favor of Dongyi Garden second phase project sales promotion can also benefit future projects and marketing.