The Research On Marketing Strategy Of Golden Hawaii

After20years’ development, the development of Chinese real esate is facinganother process of ebb tide. All the managements, processese and various systemsabout the real esate are very matured, which caused fierce competition. On the otherhand, facing the new round of marking reshuffle, who can stay stable and survie, thenhe will be the final winner.Basing on the severe macro-control on the real estate market in the year2011,considering the new buildings Golden Hawii proposed by the Hunan God Kee RealEstate Development Co., Ltd., a newly developed real estate as the research object,using the technical roadmap of A+STP+4P, this document studies the marketingstrategic objectives of Hunan God Kee Real Estate Development Co., Ltd., reveals theparticularity of the real estate indsutry and results that: the core values of the realestate products is to provide excellent assets value appreciation. It analysis themarketing situation and tries to fix the marketing strategy from the productspositioning and valuable experience. Then it reaches safeguard measurements onensuring the marketing strategy from four aspects like the products, the prices, thechannesl and the integrated marketing, especially the product positioning basing onthe charateristics of real estate industry. Finally, it provides the reasonal proposals onthe new item Golden Hawii.This article provides the idea of intergration of real estate marketing andmanagement and detailed thinking of overall marketing stragegy managementintergration for God Kee company, by rising the marketing to the level of corportatestrategy and research. It proposed the principles about marketing management forprojects to God Kee hoping to guide God Kee to develop into a real estate companyfrom the construction company, to create a sustabinable competitive force within thearea of real estate. This article also reminds the medium-sized and smaller companiesof Chinese real esate to enhance their awareness of the marketing strategy. It willprovide some references and thinkings for those medium and smaller companies whilepromting the development.