Design On The Marketing Strategy Of Eton Place Phase One

In order to face to the international competition, improving the citycompetitiveness of Shenyang, Shenyang municipal government put forward animportant development strategy, The Gorden Corridor. Shenyang real estateindustry is developing fast, and12thNational Games will be held in Shenyang in2013, under this background, the Golden Corridor dues to its geographicallocation unsubstitutable and scarce, more than ten well-known international realestate enterprises ivested and constructed astutely, such as China resources,Vanke, Eton, Hang lung and Kerry, the competing situation is fierce day by day.In2011, the state upgraded macroeconomic regulation intensity for furtherconsolidating the results in real estate area. On administrative measure, the statestill restricted to purchasing properties; on the currency of the credit measure, forthe management of inflation, the CCB raised interest rates3times and depositreserve rate6times, the monetary policy was still tighted.Faced the state of macro control policies and economic environmentalimpacts in recent years, more and more real estate properties recognised themarketing strategy playing an important role in the project operation to beat thecompetitors. The article will be from the marketing theory research, study of realestate marketing theory development in our country real estate marketing practice,combined with the situation of China’s real estate, discover the problems ofmarketing theory in the practical application. According to the analysis of thecontrol of national macroeconomic regulationl and the effect of local policy,combine with the analysis of the current market conditions and the porject’sSWOT, determine the project positioning, including product positioning,customer positioning and image positioning. Based on the competitive projectexamples and comparative study, set the Marketing stratery of Eton Place project, including product marketing strategy, promotion strategies, and tactics and salesstrategies. For completing the project sales, the article will also set the stategicsupport according to the project needs. At last, through to the all effort above,make the target of Eton Place is the famours landmark of Liaoning.