The Study On The Marketing Stragety Of Lionfulland Group

Along with the progress of the urbanization,China's realty industry had been gradually mature and turned to be a fundamental industry in national economy.During such an era,the industry possessed the characteristic of fierce competition and higher industry concentration ratio.Under such a circumstance,the living space for small realty enterprises is becoming smaller in front of the large one's squeezing and positive innovation is inevitable.In this case,stand in the branch,the marketing function which is directly connected with market,is supposed to guide innovations.Not only the choose of major operational areas and production's building method,but also the ideas on customer's focusing,pricing,propagandizing and popularizing tactics,or dealing tactics should be changed according to the trend of the times,and consequently cover the customers' requirements after product's launched.So,the work of marketing is needed to develop inner strives rather than superficial level,themarket promotion is going to be standardized and orderly from disorderly and unsystematic.The useful developing strategy should be made based on the features of small realty enterprises.This paper takes Lionfulland as an example in small realty enterprises to study marketing strategy and tactics.In the first part,the paper elaborated the background,purpose,situation and research method.The second part rearranged the real estate marketing theories,and acknowledged present achievement and examples.The third part analyzed real estate's marketing environment,discussed the current market circumstance for middle and small sized realty enterprises.Based on the practice of Lionfulland,the fourth part put forward marketing that the develop region and customers should be focused on second/third-tier cities and middle-class people,the competition strategy and a differentiation strategy should be applied.The fifth part provided systematic solution from aspects as brand strategy,production construction,whole-project marketing control,the implementation of sale's strategy,and improvement on the property service at the later stage in project.