| The real estate market in China gets rapid development in recent years as higher pricesformed, especially after the rapid growth in2010, the commercial housing prices soaringgradually which evolved from a purely economic issue into the Chinese people’s livelihoodissues, and it caused the state give re-regulation of the real estate industry. The determinationand efforts of the state regulation of real estate can be seen from a series of regulatory policies.However, the impact of this regulation for small and medium-sized real estate company isvery bad, a lot of real estate companies commercial housing a large backlog, especially smalland medium-sized real estate enterprises, overwhelmed. For most of the real estate enterprises,especially small and medium-sized real estate enterprises, how to develop a marketingstrategy of real estate project becomes a major problem which related to its development.The paper analyzed domestic and international marketing issues from the purpose andsignificance of the study，as Wu Hi-Tech Real Estate Co.,Ltd Xindi Oriental Pearl Project asthe research object, and presented its main content, which also expounded the importantresearch methods and ideas. Then it introduced the basic situation of Xindi Oriental PearlProjects. Then the author analyzed the external macro-environment in the real estate industryfrom political and legal environment, economic environment, social and cultural environment,technological environment four levels, also the general situation of the entire real estateindustry from the demand environment and competitive environment, and then analyzed thesituation of the company’s human resources, financial and marketing resources. On this basis,the paper made SWOT analysis for Xindi Oriental Pearl Project. As follows the paperproposed principles of marketing strategy development for Xindi Oriental Pearl Project, andafter subdivision of target consumer class and living area, it strived to target high-endcustomers, especially high-end customers of Furong, Tianxin region, of course, thesurrounding counties customer is also the important customers group, then the paper madeposition from resource value, landscape value, matching value, style commercial street, directbus, life value, cultural value and location value. On this basis, it proposed4P projectportfolio strategy for Company Xindi Oriental Pearl Project, then discussed the steps of theimplementation of the marketing strategy. Finally, the paper gave implementation ofsafeguards of Wu Hi-Tech Real Estate Company Xindi Oriental Pearl Project marketingstrategy. |
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