’A’ Real Estate Group’s Southervilla Marketing Management

China’s real estate industry has been booming at high speed in2009after the country in order to strengthen the macro-control of the propertymarket since the end of2009， has introduced a variety of controlmeasures. The real estate industry has followed them into the "cool winter".2011or business for many years， the results of the large real estatecompanies continued to grow "Greenland Group filed for bankruptcy.Changed in the past to follow suit snapped style of consumers in favor ofholding a conservative wait-and-see attitude. In the first three quarters of2012， has been in the past， the national GDP’ amplitude is7.8%Level， the growth rate dropped slightly over previous years. How tomaintain the normal and orderly business of the normal development of thepolicy of this country， the universal economy， consumer sentiment fellacross the case， the original real estate enterprises？ If the normal cashflow？ The real estate industry has entered the era of the Ebb Tide， thecommercial market is always dangerous machines coexist early days had a firm foothold in the real estate business in this round of the baptism，reasonable adjustment of development strategies， marketing strategy，from which ushered in a new development opportunities. Group Adescribed in this article. Due to the smooth development of the real estatebusiness situation in the past， accumulated a large number of customersand brand recognition， while accumulating a large-scale， high-levelreal estate development， promotion and marketing experience. But thesehigh-end products， the difficult market conditions， has been a declinein sales phenomenon， a large amount of backlog. If the new productline， marketing approach has become the primary management issues inthe new policy of the national treasure， the economic situation of theGroup A.Group A’s "SoutherVilla” estate marketing management strategy forresearch and analysis. First analyzes the status quo of the original mode ofcorporate marketing， then a brief introduction of the current domesticreal estate enterprises， and Souther Villa estate status; followed by domestic and international marketing theory and real estate marketingtheory of the sort; make use of relevant theory. The guidance of theinternal and external environment， analysis of Group A with SWOTanalysis of the advantages and disadvantages of Group A， to determinethe focus of the marketing strategy of the Group A. Analysis: Group Atarget marketing and market segments; selected target markets; marketpositioning to determine the position in Group A market segment and targetcustomer groups， market segments and the characteristics of the targetcustomer groups to devise effective marketing and management strategies.The key point is determined by the marketing strategy: the selected targetmarket and market positioning. The difficulty lies in the establishment ofthe marketing strategy in the specific target market. In this paper，marketing management4P theory: product， price， channel，promotion five aspects of the marketing strategy of the Group A.The innovation of this paper is to provide innovative marketingstrategies for such large-scale domestic similar Group A， based in alarge-scale real estate development， liquidity is relatively difficult real estate enterprises; same time provides the same type of real estate industrymarketing ideas and methods for reference.