China Happy Peacock City Tang Resort Garden Project Market Marketing Strategy Analysis

While the development of our country economic society, the income and cultural level of resident constantly improve, real estate industry also unceasingly rapid growth. But in recent years facing house price and public opinion pressure of each region continually rise, government to contain the house price too quick rise, simultaneously safeguards the healthy development of real estate, various central committee as well as local authorities introduce a series of real estate regulation and control policy one after another, the economic means and administrative measure and use, thus held back the demand, to increase the supplies, to strengthen supervision and other aspects to carry on the Omni-directional regulation to the Chinese real estate market.In some sense, our country real estate industry long-term moderate development is the basic guarantee of Chinese economy long-term healthy growth\; In intense market competition and under the complex market environment, the developer increasingly felt that traditional sale pattern’s real estate market to the nowadays too does not adapt, in view of room real estate project construction system, the brand-new marketing plan system is action inevitably.This topic takes China good fortune Foci industry Tang Resort garden project as the object, the union present limits purchases to limit the loan policy and room produces the industry growth present situation, using the marketing management science and strategic management science’s theoretical knowledge and analysis method, promulgates Tang Resort garden project to be deficient at present the effective marketing strategy the question, finally comprehensive has carried on the design of entire marketing plan for it using the STP theory and aims at present the steep competition situation and developer will develop to propose several innovation strategic suggestions from now on.This article uses the 4P+4C+4R theory and STP theory for the marketing strategic design foundation, first carries on the outline to the marketing theory and real estate STP theory, then energetically and Guan peripheral real estate company annexed Tang Resort garden project to make the synthesis introduction to Beijing. Next, analyzed and other strategic analysis methods, to threaten four dimensions to do to Tang Resort garden project from the superiority, inferiority and opportunity using the PEST analysis and enterprise core competitiveness analysis, the major competitor as well as SWOT has profoundly analyzed and had pointed out the problem that Tang Resort garden project has, once more, according to the correlation analysis conclusion after Tang Resort garden project carried on the market position and target customer community segmentation, formulates has taken the 4P+4C+4R theory as the combination marketing strategy of leadership, this article finally for the China good fortune Foci industry present develops to propose several marketing strategic complements suggested that was the tube idea suggested separately, the technology proposition suggested and develops the alternative marketing channel On suggestion, provides the reference for the company following project development.