Research On The Markting Strategy Of HF Urban Complex Project

The Chinese Government introduce policies to stimulus China's economic development,especially for the implementation of the real estate market destocking,it makes the national commercial housing market,especially the second-tier cities housing,present a crazy situation,quantity and price all rise,many companies or projects on the verge of bankruptcy also back to life.The real estate type "Urban Complex" is integrating versatility,it can absorb talents,funds and increase employment.Because "Urban Complex" has continued business and good assets,it has become the main development type of commercial real estate.At the same time,the large marketing difficulty and high demand of growing marketing strategy drew a great attention.In this paper,the theory of domestic and foreign real estate and urban development strategy experience has been described,the universal problem for "Urban Complex" has been carried on a comparative analysis.HF project is an example in this paper,I use the PEST,SWOT and other methods,study the HF project's external industry environment,the HT Company's internal environment and the existing problems.And then I combined with the long and medium-term marketing objectives of the enterprise and HF project,formulated the corresponding market positioning.On this basis,the price strategy,channel strategy,promotion strategy,promotion strategy and other marketing strategies had been put forward.Finally,in order to reach the feasibility and effectiveness of strategy,I follow up the implementation of marketing strategy and formulated the corresponding supporting measures,this can make the enterprise form a complete closed loop in the process of project management practice to achieve perfect combination of theoretical research and practical work.