| Without a doubt, the real estate market in China contends intensively, and many high-end real estate enterprise brand building own main market share, besides some buildings have been widely accepted and as a classic. On the one hand, the problem in the real estate market project is the serious product homogeneity. On the other hand, the problem also supplies a great "differentiation" space for the future development of real estate and breakthrough point. However, how to highlight project differentiation advantages and characteristics in the homogenization real estate market is a crucial problem, we need accurate image positioning and marketing strategy. BeiHu an eco-city project in Heilongjiang province own excellent geographical location, moreover, according to the current market conditions, we need to make ensure that develop real estate projects successfully in Anda city, meet customer demand and carry out real estate marketing. This paper analysis basic situation of JL company and Beihu an eco-city project’s in combination with regional development planning, China’s macro economic operation and the characteristics of regional consumers. Besides, This paper discuss Beihu ecological new town project differentiation image positioning and marketing strategies using marketing mix theory, with the aim of JL for real estate company new project-Beihu an eco-city to make the difference of the image positioning research, improve the objective value, so as to establish the advantage of JL real estate company brand image. |
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