"oriental Rainbow" Suburban Residential Marketing Research

At present, the real estate market has entered into a relative mature period in our country. The market becomes more and more regular; the consumers are more and more sensible; the market competition is more and more tough. Consumers'needs turn out to be multi-trended. Apart from requirement on houses with high quality to meet higher materialized demand, customers have further higher request on culture, spirit aspects etc. Therefore it eventually becomes a new sales subject to study in a company how to construct a housing project with top quality & service and successfully promote and sell the project. The development of real estate project and selling the project can not be split from correct marketing plan, the success of marketing can influence the success of the project, further the existence of the company. The core of the competition on real estate market is "sales & market competition". The key point of "sales & market competition"is reflected by the investigation and analysis on project market at earlier stage, e.g. pre-sales & marketing (pre-S&M in short) of real estate projects. This article takes a project as example, which is called "Eastern Rainbow"at outskirt developed by the company that the author is working for, makes research and study on pre-S&M of real estate projects. At the beginning of the article the author analyzes the basic content and characters of pre-S&M, reveals the importance of promoting pre-S&M in real estate project development. The main body of the article is the analysis and study of market positioning, focus value and set-up of S&M strategy to "Sun Rise Eastern Rainbow"project. To demonstrate...