Research On The Marketing Strategy Of Jinmao Meixi Lake

Since the Third Plenary Session of the eleven central since, China producedchanges in turn the world upside down, sustained and rapid economic development, atthe same time, the rapid development of real estate market, the people from theoriginal used to living public houses by the acceptance of the purchase of commodityhousing, huge population China supporting the real estate market constantly leap.However, in the local market rising at the same time, different projects have differentsales situation, even a lot of city had a large presence of unfinished building.Investigate its reason, one is the comprehensive level of different projects, anothervery important reason is that real estate project marketing strategy choice.This paper focuses on residential real estate marketing strategy, first introducedthe related theoretical basis, including PEST analysis, SWOT analysis, STP and4Pmarketing theory, on the basis of a detailed study of New International City of MeixiLake is located in Jinmao Meixi Lake residential projects, the first project of themacro environment analysis and found that although the real estate market inChangsha has temporarily return, but the outlook is bright, suitable for investment.Then SWOT analysis to identify its strengths and weaknesses, the project needs tocarry forward the Jinmao system features high-end brands; multi familiarity tocompensate for the lack of experience in Changsha market disadvantage. After marketsegmentation, target market positioning for high-end residential market segments.In the last chapter of this paper, the use of the classical theory of a detailedanalysis of4P marketing Jinmao Meixi Lake project marketing strategy. First analysisof customer types and characteristics of the region, to grasp the customer’s real needs,determine the development of different types of marketable property and apartment.Then the project in accordance with the reference to the relevant competitive marketcomparison approach Jinmao Meixi Lake project identifies price range. Thenaccording to the status quo Fangxing Gong Division selected the appropriatemarketing channels. Finally, a promotional program proposal and made a ten kindsworkable, effective marketing programs.Based on theory analysis according to various effective Changsha real estatemarket, puts forward some opinions on Changsha Jin Maomei Sihu project marketingstrategy, has the very strong instruction function to the project itself, also has certainreference significance for real estate project marketing strategy.