Research On Marketing Strategy Of International Star City Estate Project In Handan

The real estate industry has become one of the pillar industries in the country,and the development of the real estate market makes competition between enterprisesfiercer. The success of real estate project relies on formulating a marketing strategyscientifically and implementing it correctly, since the proper apply of marketingstrategy is not only beneficial to projects selling but also promotes marketcompetition. Due to the adverse impact of financial crisis and domestic policies,Chinese real-estate marketing faces unprecedented challenges. In order to establishitself in the limited market place, the strategy of real estate is of vital importance,especially the feasibility and science of the strategy, which will make or break acompany.The success of enterprise operation depends to a high degree on the enterprisemarketing strategy and method, deep research on market and reasonable plan. Thecompetition of modern enterprise is the competition of its products; and marketingstrategy is the main access to product orientation and brand development. Therefore,how to design market strategy will directly affect the survival and development ofreal estate enterprises. Under the competitive circumstances, enterprises had bettermake effective marketing plan. Only in this way can the real estate project stand out，which is also the significance of the article.From the theory of Marketing and Management and other related subjects, thisarticle is based on the real estate market situation of Handan City, as well as theinvestigation information of customer demand, analyzing the project’s marketing information from macro and micro environment. By means of SWOT, the articleindicates the strengths and weaknesses of the project, followed by the opportunitiesand challenges the project faces in the outside market. Then it segments customersfrom several aspects: income, job occupation, age and application in order to positiontarget clients scientifically. Afterwards, according to the market analysis and marketpositioning, the article draws up and elaborates marketing strategy of“Internationalstar city”project in terms of entry strategy, pricing, sales channels, advertisementimplementation and after-sale services. At last, the article summarizes how to applyand handle this project properly.This article tries to systematically investigate the marketing plan of“International star city”project（located in Handan City, Hebei Province）and offersa set of effective marketing experience which could guide marketing activities of realestate projects in the future and enlighten other marketing management work ofenterprises engaged in the same trade. I also hope this plan will help promote qualityof property developers in second and third class cities and contribute to marketingstrategy of similar programs.