The Liuzhou Hengtian Real Estate Co., Ltd. Competitive Strategy And Project Marketing Strategy

Benefited by the continuously booming of China's real estate, the Liuzhou Hengtian Real Estate Company had achieved a rapid development during the last five years. Since the National financial control on macro-economic and the large supply in local market, the company is facing more and more strong challenge. It has become the essential issue to formulate a specific competition and marketing strategy. The article reviewed the market situation of China's real estate industry, and analyzed the interior and exterior environment faced by the company. The five-force model and SWOT model was adapted to analysis the company's competition situation. Based on above analysis, the article segmenting the local market to review the habit of varied occupation and cultural background group to determine the target consumers of the company. A brief marketing program is also submitted. The article indicated that the company should take the middle educated group with middle income as its target consumer group,to establish a competition superiority by providing full-function and innovate products underline a focus strategy, As a guaranteeing of strategy's implementation, the article provides a human resource management guidance based on the company's present managerial practice.