Study Marketing Strategy For Hefei Walter Estates And The Company Of Harmonious Oriental Garden Project

After20-year-long development, especially the rapid growth of sub-market in recent ten years, at present, the competition among real estate industry is diverting from price competition, quality competition to brand competition. The4R marketing theory bridges and the sellers by emotional communication to improve mutual understand and mutual support between them. If small and medium-sized real estate enterprises want to sustainable development, maintain and enhance market competitiveness, establish their own brand to win the long-term and stable market., they must respond to the desires of our customers in time, in time to meet customer demand, establishment and related interests of customers. As the real estate business,4R marketing theory also satisfies the objective need of the increasingly intense market competition.This dissertation takes the Firm of Hefei Walter Estates and the Company of Harmonious Oriental garden project as two samples, and combines with the project of its own characteristics and regional characteristics of real estate; through theoretical analysis and market research, and with sufficient first-hand sales information, this paper puts forward the marketing strategy based on the4R marketing theory to guide the promotion of the four-phase project. In this paper, the first chapter introduces the background, and significance of the research, summarizes the present research fruits from the domestic and the exotic, and displays the organization, key points and innovations of this research. The second chapter reviews and explains the related theories of real estate marketing and process, and compares the application of4P,4C,4R three theories in real estate. The third chapter introduces the marketing situation and the east garden project, and analyzes current problems in the project marketing promotion. The fourth chapter analyses the macro environment of the current market, elaborates and forecasts the regional market. At the same time, the project was analyzed by SWOT analysis and project competition. In the fifth chapter, based on the analysis of the project and market status, for the4-phase projects, the writer puts forward the marketing strategy (based on the4R theory), makes illustration from four aspects of customer relationship, relationship marketing and profit, and provides the specific implementation plan and the counter-measures. In the last chapter, the author summarizes the research results of this paper, and forecasts the current real estate market and the development trend of the future.Through this research, the author tries to make up for the deficiency in Hefei Walter company and Oriental garden project in the early in the marketing strategy, and provides reference and guidance for the future of the effective marketing strategy formulation.