| Real estate marketing is an economic behavior that to achieve the established sales targets and to be guided by business principles, real estate agencies may adopt a series of marketing activities and introduce their buildings into target markets. What’s more, the agencies may analyze the internal and external business environment and analyze their available resources. Therefore, they may discover the selling point, and choose correct marketing channels and promotion modes and may increase the market share and lead consumption demand. However, from the beginning of2011, the government of China continues to adopt macro-control policies to suppress the real estate bubble. These policies not only increase the threshold to purchasing the second house, but also improve the housing starts proportion. Such measures strengthen the consumers’expectation that house price will decline, and the sales momentum in domestic market begins to slow. Therefore, the competition in real estate market becomes more intense.The sale in SK Company appears declining. If such situation is blindly allowed, there will certainly be an impact on the company’s sales performance. Only through a comprehensive summary and the learning from the major competitors, may SK create a good beginning for its next sales phase. This paper is composed in such slump state in Panjin real estate market. During the composing, careful analysis is conducted about the current market status in Panjin, and also about the rivals’ failure in their sales. Based on the related marketing theories, this paper accurately grasps the pulse of the market, and fixes on the targeted market. By combining the theoretical and empirical analysis, this paper formulates SK Fortune Town marketing strategy.There are four chapters after the introduction. The last part is the conclusion.In the part of introduction, it briefly introduces the paper’s background, the meaning, the contents and research method. And it also expounds certain theories so that it explains the real estate marketing strategies, the specificity and4ps theory and provides theories for the whole paper.The first chapter makes a brief introduction to Fortune Town, which provides sufficient realistic basis. The second chapter analyzes the marketing environment of SK Fortune Town. After analyzing the macro-and-micro market environment of the project and using SWOT method, there is the market outlook for the project, which makes a preparation for formulating the marketing strategy.In the third chapter, this paper provides the marketing strategies for Fortune Town. Through the careful analysis of the strengths, weaknesses, and the market environment, this paper puts forward the overall sales strategy from the perspective of product strategy, pricing strategy, channel strategy, and promotional strategy.In the fourth chapter, this paper redesigns the marketing organization modes and provides the control methods. In order to effectively implement the above marketing strategy, SK Real Estate Development Co., Ltd. requires effective organization and control in their marketing process.The last part is the conclusion. After the above analysis, this part puts its emphasis on the strategies in Fortune Town’s brand, buildings, clients, price, channels and it also makes its efforts to extending its marketing share and establishing better company’s image. |
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