The Study On Marketing Planning For The Real Estate Development Project Of Fu Wan Guo Ji

With dialectical point of view, the rapid development of real estate industry has a directlink of the development of other industries. If the national economy wants to get steadydevelopment, it should begin from the improvement of people’s living environment topromote the development and improvement of the society. On the opposite, once the realestate industry remains stagnant or regresses, the living standard of people and economydevelopment will inevitably be restricted and impede.Since2006, the real estate industry could not get steady situation and in order to solvesuch the problem, our country has issued macro policies such as State8and State5, whichleads the competition between the real estate industry getting more obviously andincreasingly fierce. Under such a bug background, if the developer wants to find his place inthe fierce industry market, the developer should be extremely careful when investing in thereal estate project and strictly control the risk, meanwhile, creating an effective marketingplanning is very necessary. In the current situation, the development of the real estateindustry in our country is still at the preliminary level, by comparing the marketing planningcases of third and fourth-tier cities, this paper will mainly focus on the YuJingShouFu projectin TongHua, Jilin Province. From the research, we can figure out that the main marketingplanning concept and mode are obviously insufficient. Most developers do not get enoughattention on marketing planning, even they has created the marketing planning, they still donot have a certain practicality and systematization. Thus, to improve recognition of theimportance of marketing planning and reasonably create an effective marketing planning ofthe real estate project are the most important solutions to solve the key problem forFuWanGuoJi.This paper attempts to make briefly analysis and research using PEST analysis methodfor the current situation of FuWanGuoJi project by integrating theory with practice, at thesame time, the consumer groups surrounding the project has been questionnaire surveyresearched combining the SWOT analysis method, through the summary and analysis of thedata, this paper has located the consumer groups surrounding the project and achieved thecreation and accomplishment of marketing planning. At last, in order to make sure thepracticality and systematization of project marketing strategies by adding a series ofsafeguard measures, so that the overall framework of this paper has been achieved. FuWanGuoJi as the research keystone in this paper, it can provide some successfulexperiment to other real estate development industries in the practical process when makingthe marketing planning to reduce the risk of this project and to improve the marketcompetitiveness of the industry itself, so that the sale target can be achieved. Meanwhile, ascientific and effective marketing planning framework has been summarized for laying atheoretical foundation and practical significance for other real estate development project offourth-tier city, and promoting the development and progress of real estate industry.