Xi'an A Residential Project Marketing Strategy Research

In the first half of 2016, a series of irritative property policies have been introduced from central to local, which includes the credit, taxes, currency and the purchase deed and so on. Even the purchase deed has the preferential policies, which is hard to imagine in the past. The implementation of these policies has played a strong supporting role on the real estate market recovery. Xi’an government publishes 10 new property policies at the end of June, buying and settled policy can delay again for one year in the 10 policies.The policy effect is bound to gradually play its effect with time, the policy also plays a greatly promoted role to solve the problem of large inventory in Xi’an. Xi’an real estate policy in the second half is still good.It is believed that with the pressure relief of commercial housing inventory and the entry of brand high-end projects, Xi’an real estate market will be gradually improved, the volume and sales prices will also gradually increase in the second half.Under such market background, it is an opportunity also a challenge for A residential project. As the real estate marketing market competition is more and more intense, the attraction to customers of the marketing strategy of A residential project is obviously insufficient. As a result, to adjust the marketing strategy of A residential project is particularly important.Firstly, this report overviews the theory of real estate and the research tools of real estate marketing strategy by literature research that is used as the main theoretical basis, also sketches out the basic situation of A residential project, analyzes some existing problems in the process of implementing marketing strategies in detail. Secondly, by analyzing the macro and micro aspects of the external marketing environment of A residential project and the SWOT analysis of the internal of the project combining with STP marketing theory to carry on the market positioning of the project, based on the above analysis, it briefly describes the marketing concepts of A residential project.And then, takes the 4P marketing theory as the basic theory of project marketing strategies,builds up a set of scientific marketing system from four aspects of product,price,place and promotion combing with the present situation and existing problems, and uses experiential marketing strategiues to innovate theproject marketing tools.The last but not the least, at the end of the report, it presents the implementation of the safeguards from 4 aspects of human resources, organizational structure, institutional guarantee and capital guarantee to improve the marketing strategies of the project.