Diagnosis. The Beiyuan Home Project Marketing Strategy

BeiYuan Garden, an outstanding project in Beijing real estate market, with 2,300,000 square meters architecture area, is the largest real estate project in YaBei Area, which is a hot pot in Beijing real estate market. The customers once focused on solid strength of the developers, high quality, convenient traffic and integrate setting. However, with the promotion of some new characteristic projects such as Shanshui LAVIE,Tomorrow City etc. In Ya Bei Area, BeiYuan Garden is facing the fierce competition. If BeiYuan Garden only depends on the old experiences, 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 rational and raise higher request in quality, setting, and service. Moreover, the competitors in the real estate industry put more strength on the marketing to expand the market, which makes the competition fiercer. Furthermore, the real estate market experienced a downturn for the government promulgated the macroeconomics control policy pointing to the real estate industry in May, 2005.In order to win the competition in the severe market situation, 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, paying more attention to publicizing, adjusting marketing strategy timely according to the market demand and making the project put into effect smoothly. The paper starts with outer circumstances of BeiYuan Garden, elaborates the economic situation of China in the first half of 2005, development of China real estate market, present conditions of Beijing real estate market, the major competitors, and whole market conditions which BeiYuan Garden faces, and studies BeiYuan Garden's opportunity, threaten, strengthen and weakness further. Through the analysis of the outer circumstances, it's obvious that the competition is tough. However, the Beijing real estate market is coming to a revival trend after a long time downturn, for the whole economy of Beijing develops fast and steadily. There are still some uncertain factors in market, in which opportunity and threaten are the significant characters of the market environment To make success in the market, BeiYuan Garden must develop the opportunity, give the competitors attention at any moment, and adapt the demand of market better. After settlement and analysis of abundant data and materials, the paper studies the developers, the subject character, the customers and the marketing strategies by the study methods of relating theory to the practice, the analysis methods of system, compare, "7O"of consumer activity, and competition guiding price, the marketing theory of Philip Kotler, the famous American expert on marketing, and Potter competition model etc. It is conclude that there are the following advantages and disadvantages of Bei Yuan Garden marketing strategy, after deeply analyzing the strategy characters of product, price, consumer, and distribution. 1. The position of product is exact. 2. Ignoring the development of brand. 3. The position of competition is not clear. 4. Price is lower than it should be. The purpose of this paper is improving the marketing of BeiYuan Garden, promoting sales, enhancing the subject competitiveness and contributing to future development of ChengJian Group through studying and analyzing marketing strategies of Chengjian BeiYuan Garden Project.