Research On Marketing Mode Of Wenchangxianghai City Real Estate Project

With a rapid development since2003, China’s real estate market has graduallybecome one of the major industries and played an important role in the growth ofnational economy. After ten years of accumulation and market regulation, real estateindustry has developed a standardization process. Attracted by its considerable profit,a large number of real estate companies arise at the historic moment.Nowadays most of the Chinese real estate development company establishedtheir own marketing team to manage the sales, but the jagged sales personnel quality,and the chaos of the marketing management mode has limited the development of thereal estate industry. Therefore, to meet the customers’ demand and have a betterunderstanding of the real estate environment.it is necessary to give a further study ofreal estate project marketing theory and to innovate the marketing strategiesTargeting at WenChangXiangHaiCheng project, we applied the marketing theoryand other related theories to analyze the marketing mode. Firstly, we researched thebasic situation of this project and analyzed the strength, weakness, opportunity andthreaten of the company. Then we pointed out the factors that may influence thecustomers during the purchasing and the characteristics of the market. Based on that,we raised some suggestion to innovate the market modes including the standardmanagement of the sales staff, the project marketing strategy combination, thestrengthening of the sales site work and the brand marketing. We hope thisdissertation can offer some practical advices for the development of real estateindustry.