Research Of Marketing Strategy Design On Project AiBo Real Estate"Yidaojun·Rose Apartments"

The Real Estate industry is an industry that influenced significantly by the policies. In order to maintain a stable and healthy development of the real estate market, and to effectively control problems such as over-investment on real estate, speculative demand expansion and soaring housing prices and etc.; new "national ten articles" has been issued on April17,2010; and then the real estate industry has been turned into the winter period. In this paper, research on formulation for marketing strategy of project ""Yidaojun*Rose Apartments" has an significant and reality effect on AiBo real estate to survive and develop in the real estate industry in the future.In this paper, the marketing theory and market segmentation theory, analysis such as SWOT. OTSW、PEST、BPSP和ASEB Matrix and etc. have been applied, in view of the current management of AiBo real estate project "Yidaojun*Rose Apartments"; to analysis factors such as marketing environment, consumer market characteristics, project’s own conditions and many other factors; to accurate positioning of the target customers, grasp of the selling points of products according to the market demand, determine the focus of product promotion "hype" to establish a reasonable pricing strategy and brand strategy, to broaden project sales channels; and to formulate a set of adaptable and workable marketing strategy. According to the investigation of the real estate market in Xi’an, as well as the analysis of the competitive advantages and disadvantages of the major competitors, the following marketing strategy has been formulated for AiBo real estate project "Yidaojun*Rose Apartments":it is recommended that the range of RMB7,000～7,500Yuan/m2of price quote shall be adopted for the project "Yidaojun*Rose Apartments"; to use "low-cost market, gradually uplift" strategy to accumulate popular concern and then steadily raise prices. Target for required market demand, the main push of selling products is unit with less than120m2. Superior real estate location, transport facilities, living facilities and product planning and design to pursue and to reflect high quality promotional theme; planned, a destination for phased increase investment in advertising, with newspapers, television, outdoor advertising and other medias touted to the market for the project "Yidaojun*Rose Apartments". The project "Yidaojun*Rose Apartments" shall officially use different pricing strategies, advertising strategies and different marketing strategies on sale phase, strong sales phase, follow-up phase, late phase to achieve their respective selling goals at different phases, in order to complete the sale of the project "Yidaojun*Rose Apartments".The results of this study shall contribute to AiBo real estate effectively to reverse the status of weakness in sales for project "Yidaojun*Rose Apartments", to return prophase investments as soon as possible, and to realize profits as soon as possible as well in order to ensure good financial chain. The results have significant effect for real estate enterprises to smoothly through the winter of the real estate industry and obtain future development.