BN Group S Project Marketing Planning Research

Marketing is a complicated system engineering, is the core of enterprise survival and development under the market economic issues, in the practice of the real estate marketing, there are a lot of rules and principles that must be sure. Marketing planning formulation is reasonable, the marketing decision whether or not the optimal, directly determines the success or failure of real estate enterprises operation. S project are discussed in this paper BN group, its practice in marketing planning case, is A microcosm of the real estate enterprises in our country, is worthy of reference for other similar enterprises and enlightenment.S project as the research object, this article will BN group will be the real estate marketing theory applied to the project practice. Objective analysis of the current development status and trend of real estate industry, with the marketing situation of BN group S project faces, combined with the industry’s macroscopic and the microscopic environment, using SWOT analysis method, the mastery of the BN group S project after the strengths, weaknesses, opportunities and threats, it is concluded that the corresponding marketing strategy. Marketing must be based on customer segmentation based on the accurate analysis of marketing environment; Use the PEST theory model analysis macro environment; Analysis of the real estate industry as the \ "five model\" environment; From the aspects of organization structure, enterprise culture, resources such as analysis of the internal environment; Obtained S project SWOT analysis, this paper puts forward S marketing objectives and strategies of the project, namely, market segmentation, target market, market positioning, etc., put forward the project S STP marketing strategy, from product, price, promotion, channel strategy, etc., S project marketing planning scheme is put forward.In order to ensure the project S effective implementation of marketing planning scheme, need to adjust the organizational structure, perfect marketing system, improve training plan, strengthen the team incentive control and improve customer satisfaction, to set up the visiting customers, by making a detailed marketing plan, and the field control system, marketing management and guarantee system, timely adjust marketing planning and control, promote S project under the guidance of scientific marketing planning scheme, standardized operation, to realize the unification of the value and benefits.