Research On Marketing Strategy Of Tong Le Home Project Of JL Real Estate Company

China’s real estate industry emerged in the 1980 s, since 1998, the rapid rise of real estate industry and become the pillar industry of national economy and leading industry, has obtained the accomplishments that have astonished the world, in the improvement of living conditions, change the urban landscape, promote economic growth, expanding employment plays an irreplaceable important role in other industries. With the development of the real estate industry, real estate marketing gradually get the extensive concern of the industry with a fair degree of recognition. Although real estate marketing from pay attention to the surface to pursue connotation, from chaotic to norms and orderly, but throughout the many real estate enterprise marketing planning behavior, many places are still worth thinking about. Understanding of real estate marketing is still a lot of developers in the shallow surface layer, due to the biased understanding, even in practice to make the real estate marketing strategy to the myth. In fact, the real estate marketing planning scheme is not just a voluminous text, but the combination of buildings, through the market consciousness, looking for a kind of summarized how to grasp the complex marketing behavior. A high level of marketing strategy not only can reduce the real estate project in the allocation of resources when transaction cost, and can effectively avoid the marketing risk, it is a careful and detailed operation strategy, the real estate market is the proper use of the strategy and tactics.To help JL company successfully achieve marketing goals, based on the theory of marketing, research and use of case study research method of combining, Tong Le home on JL company marketing environment overall understanding, and then use the "SWOT" Tong Le home phase ii of JL company target customers, competitors, product positioning, price positioning, such as analysis, comparison analysis and application of "4 c" theory, stand in the perspective of consumers, from the family changes, the ratio of products, product pricing, and so on, all-round multi-angle put forward Tong Le home of the second phase of the marketing strategies are proposed, as well as from financial support, product service support, human resources security puts forward Suggestions on its implementation safeguard, strive to comprehensive and practical theory, detailed and accurate investigation report, for small real estate enterprises in the fierce market competition environment, how to effectively implement marketing aims to provide some reference and reference.