Research On Marketing Strategy Of Chengdu Hangtian-Topworld Real Estate Project

Under the background that real estate market is changing from seller’s market to buyer’s market and the competition is getting fiercer and fiercer, Real estate market had experienced ups and downs. Since national regulations on real estate market are enforced, every real estate company is trying very hard to innovate on marketing strategies. So marketing has become extremely important. And the success of marketing is directly associated with the success of the real estate company’s operations.This paper is firstly made to analyze the general situation of Chinese economy and then analyze the influence of economical situation on real estate market. And analysis is made on the impact of government regulatory policies and then Chengdu real estate market to lay a foundation on the introduction of Topworld project of Chengdu Shenzhou Hangtian Real Estate Company. Based on current economical situation and regional market situation, SWOT method is used to analyze the Topworld project, which means modern and high-class business and life concept to suggest it will be the heart of Chengdu in the future. By adopting4P theory, deep analysis has been done on the marketing of Chengdu Hangtian’s Uptown project under the background of strict regulatory policies and house-purchase restrictions in2013. The conclusion made from the analysis is that this project will experience positive results at the beginning and then fall into a negative influence. Marketing strategies like "group purchase","dream plan" and "Topworld hotline" are used to promote the project and attract more visits to the location in order to raise the reputation of the project and create ever growing sales.