Study On The Marketing Strategy Of East Garden Orchid

In this paper, the east garden area as an example, separately from the marketing concept, method, environment, security measures andother aspects of analysis, through marketing strategy to explore the content of the real estate marketing strategy, and puts forward the LAN Dong garden combination marketing strategy andimplementation of security and so on, to look for the new trends, new thinking of the domestic marketing in the real estate industry strategy, in order to facilitate the real estate enterprise to select the best marketing strategy according to the change of their own situation and the market.This paper is divided into the following parts:the first chapter, elaborates on the background and significance of this study, the rsearch status at home and abroad, the research contents and methods, innovation and deficiencies the second chapter review of related theory of marketing, the development of marketing theoy has experienced4P theory,4C theory,11P theory,7P and4R theory and several stage; analysis of the real estate marketing concept and the basic characteristic that real estate marketing concept, the basic characteristics of the real estate marketing, real estate marketing basic content, the real estate consumer psychology and behavior. The third chapter on the East Garden District marketing environment analysis, on the one hand, the macro environment analysis:the macro environment, the domestic real estate in Lanzhou City, the Lanzhou real estatemarket analysis; secondly micro environment analysis, the basic situation analysis of the rsource situation and project blue east limited liability company. SWOT analysis on the companyand the project. The fourth chapter on the East Garden District marketing combination strategy; the first, market segmentation and positioning of the project; second formulae product strategy, planning design includes product portfolio and project; third pricing strategy, determine the pricing principles, pricing strategy; fourth channel strategy, analysis of the mainmarketing channels and marketing channels; fifth promotion strategy, including advertising sales promotion, personal selling, public relations strategy, brand promotion strategy. The fifth chapter on the East Garden for ensuring the implementation of marketing strategy. The human resources and social security, to good corporate culture to attract and train people, ky personnel allocation, the establishment of an effective incentive mechanism; enterprise cultue construction, construction includes material layer, system layer, the construction of the cre values. The sixth chapter is conclusion and outlook.