Study On Marketing Strategy Of Lifa New Metro Project Of Hunan Tongfa Company

The real estate market in China gets rapid development in recent years as higher prices formed,especially after the rapid growth in 2016,the commercial housing prices soaring gradually which evolved from a purely economic issue into the Chinese people's livelihood issues,and it caused the state give re-regulation of the real estate industry.The determination and efforts of the state regulation of real estate can be seen from a series of regulatory policies.However,the impact of this regulation for small and medium-sized real estate company is very bad,a lot of real estate companies commercial housing a large backlog,especially small and medium-sized real estate enterprises,overwhelmed.For most of the real estate enterprises,especially small and medium-sized real estate enterprises,how to develop a marketing strategy of real estate project becomes a major problem which related to its development.The paper analyzed domestic and international marketing issues from the purpose and significance of the study,as Hunan Tongfa Company Lifa New Metro Project as the research object,and presented its main content,which also expounded the important research methods and ideas.Then it introduced the basic situation of Lifa New Metro Project.Then the author analyzed the external macro-environment in the real estate industry from political and legal environment,economic environment,social and cultural environment,technological environment four levels,also the general situation of the entire real estate industry from the demand environment and competitive environment,and then analysis micro environment.On this basis,the paper made SWOT analysis for Lifa New Metro Project.As follows the paper proposed principles of marketing strategy development for Lifa New Metro Project,and after subdivision of target consumer class and living area.On this basis,it proposed 4P project portfolio strategy for Company A B,then discussed the steps of the implementation of the marketing strategy.Finally,the paper gave implementation of safeguards of Hunan Tongfa Company Lifa New Metro Project marketing strategy.This development will be in HunanTongfa Company with limited Lifa New Metro project as the research object,I put forward my own views and suggestions on the marketing of real estate projects.These studies,on the one hand,provide guidance for the marketing strategy of the new town project,on the other hand,it also hopes to provide some reference for the marketing managers in the same industry.