The Research On The Innovation Of Marketing Strategy Of J Property Group

Since the1990"s. as the rapid development of the nation economy and the improvement of people’s living level, the real estate industry is booming as a pillar industry of national economy. Many real estate enterprises developed rapidly so that the market competition intensifies day by day. Government therefore unveiled continuous introduction of strict control policy to inhibit real estate development overheating. At the same time, real estate development overheating in the economy has a significant impact on the livelihood of the people which drawing extensive attention from all circles of society. In the face of the current complex and increasingly serious situation, the real estate project marketing planning is becoming more and more regarded. Promoting project marketing planning ability has become an important task of the current real estate industry.The thesis takes a case study method to analyze the background of the real estate industry, the structure of J Property Group, through the deep analysis about the problem in its marketing management of a series of case, to find out the reasons for problems relating to the innovation of marketing management patterns. Making use of the theories at home and abroad, the thesis analyzes the reasons and gives corresponding suggestions. Finally, a conclusion is made.The marketing management case of J Property Group has its universality which can be used on solving problems of productivity improvement that has huge positive significance of the real estate industry management.