HISUN Crystal City Project Marketing Strategy Research

Companing with the economic high speed of our country, the square real estate industry acquires the good chance, it has become the important a pillar industry of our national economy increase.ShuiJingDao project is a residential project that developed by Gaoxin Real Estate Company in2010. ShuiJingDao project that press period enters the sales, and at that Xi’an city had the quickest time in development in residential, also it was the most vigorous time in competition, ShuiJingDao project met the bigger market pressure. Based on the situation, how to proceed an accurate market position, and make a viable marketing strategy for ShuiJingDao project, that is very important for pre-arranged sale target, and the future development of Gaoxin Real Estate Company.For these problems, this article set out from the market special of the real estate, aiming at real estate market present condition and the trend in Xi’an combinated with marketing theories and method, I proceeded an analysis with environment of Gaoxin project, then established the marketing strategy, and at last make the project getting success.Applied with a five kinds of competition analysis method and SWOT analysis method, I found out the main factor of vigorous competition is the concentrate putting on market by analysising the macroscopic environment, industry environment of the real estate industry,and the competition environment, the internal environment of Gaoxin Real Estate Company.I identified our strength and weakness, opportunities an threats; applied with consumer purchases behavior theories, I proceeded the analysis of purchasing process, decision characteristics an the affecting factors, at last, I predict the Xi’an city’s market will last the small increases. Applied with target market subdivides method, and considering the item’s status, resources condition and the requirement characteristics, I target our lettering project a mid-high grad residential project. According to competition condition, item characteristics and market position etc, making use of4Ps and Relation Marketing theories etc. I established the product strategy, place strategy, promotion strategy. I hope the paper can be a reference for the real estate company, and I also hope it can do something for our real estate business developing healthier.