Research On Marketing Strategy Of Hengsheng Shanghai Bay

Since 1987 the state allows the listed commercial housing transactions, the real estate entered the "explosive growth of national real estate", the Shanghai real estate since 2002, experienced a crazy expansion of more than 10 years.Immature, irrational market based environment, summed up the so-called real estate theory, in the breadth is only fragmentary theory, in depth only stays at the level of hype, it can be said,China real estate market has not yet formed a system, professional real estate marketing theory.In the real estate industry, there is no complete theory under the background of market vary from minute to minute, the students through the learning system in Southwest Jiao Tong University business management courses, try to learn to apply the general marketing theory,such as 4R,4P, integrated marketing, experiential marketing,CS marketing strategy,relationship marketing, STP and SWOT analysis method the use of specific marketing practice, is the Shanghai Bay, solve all kinds of problems encountered in the marketing project.In fact, in the practice of innovative integration of these theories, the project makes it not only3 consecutive years of Shanghai high-end property market sales of the top three, also created a long-term, good brand performance and brand value, gain, short-term and long-term benefit and win-win.This paper does not attempt to through this paper summed up the general theory of Chinese real estate marketing, marketing is the use of the general theory to the concrete practice ofreal estate projects, on the one hand enrich China real estate marketing practice, and provides reference for other aspects of a real estate project.Finally, this paper summarizes and analyzes the success of the marketing strategy of Shanghai Bay, also analyzes the perplexity and limitations of the Gulf is glorious in the marketing practice, as well as the Gulf in the marketing practice in the future is glorious in thefurther consummation countermeasure, also hope that through this, Shanghai Bay future marketing will be more booming.