Study On The Marketing Strategy Of Honor Town Real Estate Projects

With the rapid development of the real estate market, intense competition in the real estate market is increasing, the real estate business only the development process applied to the market marketing theory system in the real estate, in-depth research, formulate a reasonable marketing strategy on the market, can be in a favorable position in the fierce competition in the market. Beijing’s real estate market started early, mature, real estate development enterprises face more fierce market competition, only to rely on scientific and rational marketing strategy can talent showing itself.This paper selects honor town real estate projects as he research object, the development process of market marketing theory system applied to the project of the dragon, honor town project marketing environment, the market competition makes objective analysis; Application of SWOT analysis of the strengths and weaknesses and the opportunities and threats analysis method of project. Through the regional market analysis and customer demand research, defines the project’s image, customer positioning, product positioning. Finally the use of4P marketing theory, from the product, price, channel, promotion four as pects of the development of a marketing strategy for the project. The product strategy from six aspects of overall planning, architectural style, apartment layout strategy, strategy, strategy and supporting the gardenproperty management analysis. The price strategy to take form low to high price s trategy, anwith the competition oriented pricing project price. Channel select developers direct sales an agent sales in two forms. Finally, the project promotion strategy, advertising, personnel promotionsales promotion, public relations, traditional marketing, experience marketing, marketing innovation micro-blog promotions also developed.