Study On Marketing Planning Of Minhang Star River Project

At present,real estate market has shifted from seller's market to the buyer's market.The customer demand is more diversified,and real estate business is increasingly branded focused,specialized and diversified.The real estate market research and marketing planning have played a key role in the success of real estate projects.Minhang Star River project,is the second estate project in Shanghai launched by Star River Group.It keeps to focus on quality and design as ever,and insists on the concept of "quality real estate" and introduction of high-end property.It enjoys a high reputation in high end customer base,however,due to lack of careful and sufficient market research and planning,Minhang Star River project did not achieve the expectation that "opening and sold out" as before.The poor geographical location with unpromising surrounding community,indirectly lower the overall advantages,and reduced the sales price of the project.For Minhang Star River Phase II,how to stand out in the increasingly fierce market and achieve the desired sales target in such an environment of ever strict house purchasing policy,is a major problem that is urgent to be studied and solved.As Minhang Star River project attempts to make expected profits,it not only needs to make efforts in residential quality and design,but also accurately segment the real estate market,in order to identify the target customer base,understand the needs of customers,and make promotion in the targeted market.Based on the analysis of marketing environment of Minhang Star River project,this paper investigates the high-end real estate market by questionnaire,and uses the market segmentation theory to locate the target customers,tap the potential customer characteristics,purchasing motives,product demand.Then,the paper concludes main factors that affect the marketing strategy of Minhang Star River project.Finally,it develops the marketing plan by combination of the use of 4p marketing strategy and the survey results of the questionnaire,and provides a more objective and realistic basis for the marketing decision for the developer.To this end,this article has designed six parts for the framework.Part I is the introduction.Part II is the summary of real estate marketing theories.Part III analyzes the marketing environment of Minhang Start River project by PEST theory and SWOT theory.Part IV is the main part of the whole paper.Through the market research of potential customers,it grasps the needs of customers,and thus provides a factual basis for the development of marketing planning program.Part V is STP analysis for Minhang Star River project.Through market segmentation strategy,it has identified the target market.Part VI is the focus of the paper.It develops the marketing program through 4ps marketing strategy for Minhang Star River project based on market research and market segmentation.The last part is the conclusion,summarizing the whole paper,and putting forward the prospect of China's real estate development.