The Study On The Marketing Strategy Of Shenyang Napa House Real Estate Projects

Since the reform and opening up, with the sustained growth of income level, the economic rapid development is rising and of the housing demand of the population, residents in china is more and more big, the rapid growth of real estate demand has also driven the rapid development of the real estate industry, the real estate plays a more and more important in the social economic life, and has become an important pillar industry of Chinese national economy, In this context, Shenyang Zhongheng Ginza Housing development Limited Company project launched a second project-Napa project after Napa sunshine.In this paper, under the guidance of related theory in modern marketing, the author analyses the macro environment faced by using PEST and analysis the project’s strengths, weaknesses, opportunities and threats using the SWOT analysis system. Doing a thorough and systematic analysis of various factors of the area of Shenyang real estate market demand of the project located in the Shenyang region’s economic development level, income situation, the real estate industry policy, the estate market prices, population flow and demand of the estate, and the author also predict Shenyang real estate for a certain period of time the market demand effectively. Finally, based on the macro and micro environment of Napa noble project analysis and SWOT analysis, After the project’s market segmentation, and combined with the resources and conditions the enterprise will enter the target market, in order to determine the market positioning of the project Napa, the author proposes strategies, including product strategy, price strategy, and distribution strategy, promotion strategy and marketing mix strategy communication. In order to ensure the successful implementation of the project the author puts forward specific control measures, to ensure that the project can realize the ultimate marketing success.