The Research About Marketing Planning And Project Design Of Yongzhou WX Estate Project

In recent years, the situation of the real estate in China has been changing. The macro-control policies have been continually rolling out by the government. And the competition in the real estate market has become more intense. In order to promote the sales of the real estate products, the developers constantly bring forth the new marketing plans in the projects. And the ideas about the marketing plan design are also more and more original, which makes the marketing planning in China’s real estate has got a certain development. However, at present, there are still some obvious problems in the real estate marketing planning, which needs the attention from the real estate business. The real estate businesses have to be based on the market reality, design a good plan for the projects they are working on, and promote their abilities in the marketing planning from all the aspects, so as to win a victory in the market competition. But it is the intense competition in the real estate market that makes the marketing planning of real estate projects more important. And it is very realistic that the research on marketing planning should be carried out.Based on the review of the existing real estate marketing theories, by using such theories and methods as STP and 4P, this paper elaborated every link of the operation of project, according to the actual situation of WX real estate project in Yongzhou. At first, the paper introduced the current researches at home and abroad, and then analyzed in detail the marketing environment of Yongzhou WX real estate project, including the external environment, the internal environment, the market research and the analysis of SWOT. In addition, the paper sorted out the marketing strategy of Yongzhou WX real estate project, based on STP strategy of product positioning, customer orientation, channel positioning, positioning of promotion and so on. At last, this paper proposed a feasible way about how to guarantee the project marketing strategy to be carried out.Based on the research on the real project operation, this paper had obtained a large amount of data in the Qiyang market. In the end, the paper offered some recommendations about how to safeguard the implementation of strategy. It is believed that the research on the similar four line cities’real estate business such as Qiyang in the marketing practice will lead to some significance of reference and guidance. And it will play a positive role in improving the management and competitiveness of enterprises. Meanwhile, it will also make a contribution to the research on the real estate marketing planning theory.