Research On Marketing Strategy Of Real Estate Project

During the past few years, China has put forward a series of new policies regarding real estate industry, leading the industry into a stage of readjustment. Against such background, it is of vital theoretical value and practical value to formulate effective marketing strategies to launch real estate products to the market. This paper takes A Real Estate Project as an example, and applies theories and methodologies in the field of real estate marketing to carry out a systematic study of the marketing strategy formulation and implementation of the Project based on market investigation.First of all, this paper investigates the marketing environment of the Project in detail. More specifically, after a brief introduction of the Project, this paper conducts a marketing environment analysis of the Project along such dimensions as political, economic, social and technological aspects, and finds that the real estate industry is confronted with both opportunity and challenge.Secondly, this paper carries out a market analysis of the Project. Through analysis of the overall apartment market of Shanghai, the regional market of the Project, and the item location plate Market, this paper finds that future market opportunity mainly concentrated in the medium and senior market, the rise of elite class, high income intellect class and the leisure class all indicate huge market potential.Thirdly, this paper figures out the legitimate market segmentation and positioning of the Project. More specifically, this paper conducts market segmentation, targeting and market positioning. Based on the result of STP, this paper puts holds that the Project should concentrate on its advantages, and select the social intellectual elite as the target client.Lastly, this paper conducts a detailed analysis of the overall marketing strategies of A Real Estate Project from such dimensions as product, price, place and promotion. In terms of product, this paper deems that the Project should focus on the most respected and visible parts to constantly upgrade product quality, and meanwhile impose input control on other parts. In terms of price, this paper deems that the Project should consider a mixed strategy of differentiated pricing and customer-oriented pricing in view of the real estate market environment of Shanghai as well as the conditions of the Project. In terms of place, the Project will actively communicate with the project developer’s old customers, prospective customers, and customers interested in the product, so that the clients will act as salesperson of the Project, and undertake the task of marketing and communication. In terms of promotion, the Project will commit itself to effective promotion strategies, and establish high-end and modern image of the Project through brand positioning and communication, various types of promotion activities.