| HOPSCA is a kind of comprehensive real estate, which includes commercial real estate, top grade dwelling house and large-scale transportation, etc. It is a multifunctional, integrative and efficient urban space, on the bases of composite building space, rational planning of layout, and scientific selection of business model. Recently, with the sustainable development of domestic social economics, living standards and consumption level of the people improving constantly, urbanization process going faster and deeper, HOPSCA is becoming a popular mode of real estate and commercial real estate in China. Because of its special characteristics, it differs from traditional dwelling house in marketing strategy, and it is a new type of commercial real estate, an assorted marketing strategy becomes an essential factor for its launching to market.The thesis chooses H HOPSCA as an object of research which stress on its marketing strategy, by the way of theory combining with practice, through literature both abroad and domestic to find needed theoretical basis. On the bases of real estate marketing theory, it uses project environmental analysis, product positioning analysis, SWOT analysis,4P theories, and it formulates marketing strategy for H HOPSCA. Through the research of the thesis, it helps H HOPSCA to win in the market, and integrates a whole scientific marketing strategy for domestic HOPSCA’s development and sales.The thesis firstly understands the Macro-environment, such as the city planning, industrial structure and type of population, and analyses the internal marketing environment deeply. It also pointed out its strength, weakness, opportunity and challenge. Secondly, it is based on relevant marketing theories, analyses the segmentation, positioning of the current real estate project, through the result of which finalize the strategy mainly on differentiation. It positions H HOPSCA as the first Green ecological HOPSCA in Shenyang, and its target clients should be socially high class groups of high consumption capacity, and makes it as green landscape HOPSCA to fight against competitor’s strategy. According to accurate positioning, it determines the distribution channels, and sets the suitable launching time point.At the end of the thesis, to ensure the effective implementation of HOPSCA’s marketing strategy, it analyses the execution and control, through organizing structure, human resources and routine of work. |
