The Study On The Marketing Strategy Of A Real Estate Project

Since2003, the real estate industry has experienced a very rapid development, andhas become one of the most important industries in the national economy developmenttitles in China. With the continuous development and progress of our country economy,society, gradually raise the people’s living standards, and China’s implementation of the"urban integration" rebuild policy, development also makes China’s real estate industry hasmore favorable policy support. The rapid development of the real estate industry, make allkinds of domestic capital group have entered into the great potential of the real estateindustry, and lead the industry investment warming, the emergence of rising prices. Inrecent years, the Chinese government to control the real estate industry bubble, control realestate prices, has promulgated successively promulgated a series of inhibition of the highprice of real estate policy, brought a certain impact to the development of China’s realestate industry. However, at the risk of appearing at the same time, often accompanied byopportunities. How real estate enterprises in the policy under pressure to seize the marketopportunities, maintain its core competitiveness in the fierce market competition, becomeone of the keys to the real estate development project success. In the external situationchanges at the same time, the real estate project marketing strategy must adjust and changethe appropriate. At present, China’s real estate marketing has successfully completed thetransformation of the traditional construction standards to the whole marketing plan. Moreand more Real Estate Company to pay attention to the marketing strategy, make marketingstrategy value to obtain the full display. How to develop the external situation, scientific,reasonable marketing strategy, has become the key to the successful development of realestate projects or not.This study based on the A residential real estate projects as the main research object,first used the literature, based on the research and the relevant documents, collect andcollate, summarize the research is based on the theory, laying the theoretical foundation forthis research; secondly, mining method and the Potter five forces analysis method withPEST analysis, analysis in the residential real estate project of A of the external environment, from the policy, economy, society, technology and competition environmentfive aspects, in-depth, detailed analysis; again on the residential A real estate marketing’sinternal condition analysis, briefly the basic situation of residential real estate projectsaround A, A residential real estate projects the marketing ability, supporting capacity, theability to attract and support ability are discussed; finally, the integrated use of STPanalysis and SWOT analysis, the residential real estate project of A marketing strategyformulation and implementation, marketing mix strategy and implementation research.Through this research, we can from the perspective of theory, enrich the research contentsof the academic circles of our country, and to provide theoretical guidance for theformulation of marketing strategy of our residential real estate projects and implementation;on the other hand, from the practical point of view, to provide guidance for the marketingstrategy and tactics of A residential real estate projects select, implement, and enhanceresidential A real estate market competitiveness.