A Study Of Real Estate Enterprise Project Marketing Strategy

Since the1980s, the rapid development of domestic real estate industry. Afternearly20years of development has been mature real estate market in China, butbecause of government control of the land the land scarcity, caused the real estatemarket supply and demand imbalance, and relative stability. So it caused bigincreasingly white-hot competition among real estate developers. Exposed the manyproblems of the real estate market followed, such as unreasonable structure of housing,housing prices artificially high, the vacancy rate rose, etc. Therefore, the centralgovernment have issued a series of real estate regulation policy, especially since the2011\"purchase limit, limit, limit the generation\" and other policy more highlights thecentral government determined to intensify efforts to regulate the property market. Thefierce market competition and increase of macroeconomic regulation and controlefforts, such environment to the real estate market marketing puts forward a newproposition, how to make a quick response in the face of rapidly changing market, howto satisfy diversified consumer demand, it becomes the focus of real estate marketingpersonnel to formulate marketing strategy.Product competition, price competition, service competition is intensified marketcompetition, many real estate sales enterprise by the market. In this context, how tochange marketing, promote the sustainable development of the enterprise become a hotissue in the field of real estate developers instead.Hohhot is one of the north of the old industrial area, is also the capital of InnerMongolia autonomous region in China. Hohhot economic and technological development zone is20007menstrual approved by the state council of state-leveleconomic and technological development zone, the existing of established on the basisof development zone and jinchuan resources development zone. Is the only state-leveleconomic and technological development zone to the Inner Mongolia autonomousregion. JY company of world financial project is located in the center of the Hohhoteconomic development zone. JY company is in the key project of Inner Mongolia in2014, in this paper, on the basis of a detailed market analysis, project marketing theorycombined with world financial project, makes every effort to find the project marketingstrategy pattern.Study of real estate in our country majority concentrated in the general directionof the macro aspect, the microcosmic research is not much. Especially in the categoryof practice, as to microcosmic to management of real estate developers, real estateenterprises operation and marketing strategy formulation, the existing works are muchrarer. If not, no and local market practice. Domestic real estate market but twenty yearsof time, and the related real estate marketing research is the door is just the birth of anew discipline, as business management and marketing edge interdisciplinary. Realestate marketing theory due to the development of the real estate market by real estategradually and researchers as a key.In this paper, the current economic environment and the national macroeconomicregulation and control policy as the background, development projects in JY group inHohhot-JY world financial center project as the research object, combined with manyyears engaged in real estate marketing experience, the author studied the projectmarketing strategy formulation. The conclusion is as follows:.jy company’s world financial center project is in the country to the real estateregulation inflection point time, facing the homogeneity competition and level ofnational macroeconomic regulation and control dynamics. In this context, JY company established on the basis of the buyers of the marketing strategy, combined with theactual situation of Hohhot, adjust measures to local conditions, investment, since themarket-oriented, is the precondition of the marketing strategy formulation. The worldfinancial center product strategy to consider the market demand and consumptionpsychology, price positioning to conform to the Hohhot and buyers of consumerpsychology, to broaden the sales channel, develop rich perfect promotion strategies.Because the JY company world financial center of the project is in sales period,while in terms of the present stage, the market reaction, however, whether can causelong-term effects, remains to be seen. This article hopes to on the basis of JY company’sactual case analysis, marketing strategy for the domestic other similar project forreference.