The Jin Discovery Real Estate Group's Marketing Strategy Research

With China's market economy gradually established and China's joining WTO, Jinyu Real Estate Group, which deals with real estate, is now facing fierce market competition. In order to win its share, every company including Jinyu Real Estate Group must have its own marketing strategy.Basing on the analyzing of the external environments and the internal conditions,the thesis concludes the strengths and weaknesses of Jinyu Real Estate Group has,and the opportunities and threats that it faces.This thesis discusses and designs the orientation of target market for real estate business of the Group and marketing strategies with emphasis ,and establishes the corporation mission and the marketing objectives.SWOT analyzing model is constructed and Quantitative Strategic Planning Matrix is used to analyze and choose the marketing strategy which the Group may adopted.Finally, the marketing strategy combinatiom of taking target concentrated strategy and differential strategy, and integrated marketing strategy as auxiliary strategy is determined for the Group. Marketing tactics mixes are also constructed.From the whole view, the thesis studies the marketing countermeasures as well as the information and safeguard systems.lt emphasizes the combination of both theories and practice of real estate marketing and put forward a effective way to the marketing strategy research of real estate enterprises, which are in a developing stage at high-speed. The author holds that the usage of these marketing strategies by Jinyu Real Estate Group will be helpful in formulating a definite decision in the new dynamic environment ,improving marketing management and service level.Meanwhile,while creating customer value and customer satisfaction, Jinyu Real Estate Group itself can realize a broader space for it development.