The Marketing And Promoting Strategy About Jin Xiu San He Three Project

"Jin Xiu Shan He" project is one of huge projects developed by Guangda Real Estate Company, which totally covers 6000 acres and located in the core area of Songshan Lake. The first two projects have been sold and the third one is going to launch its selling. The natural resources, luxurious decoration, the good sales records of the former two projects and fast development of Songshan Lake area are three key elements to facilitate its selling. However, the strengths of the project cannot be fully manifested due to the lack of specific development mode and brand recognition and the influence of the policies of building controlling.The thesis, based on the theories of marketing and real estate marketing, applies such methods as case studies, market researches, field researches, documentary studies and so on to investigate the resources and current development situation of third project, finds out the main factors according to the analyses of former successful customers, FAB, SWOT, etc., which contribute to the sales of the third project. Then, combined with market's pattern analyses, specified segment, targeting and positioning, the thesis works out the promotional theme "city life and leisure" and marketing concept to build it leading role of the company, and at the same time facilitate the sales of the fourth project. The end of the thesis makes an analysis on the new macroscopically economic situation and the real estate marketing under such situation to figure out relevant strategies.