Zhengzhou DXD Real Estate Marketing Planning Research

With the continuous growth of China's GDP,the real estate industry has become an important pillar industry in the national economy.As a capital-intensive industry,the real estate industry has a significant pulling effect on its related upstream and downstream industries.It is a key issue for project managers to effectively reduce the risk in the implementation process and enhance the profit and success rate of the project.Project planning,as the precursor of real estate development before operation,has an important guiding role for the development of the project.At present,China's real estate market of the two or three planning problems in the project,such as the development of positioning,project design,structure and after the completion of the market decoupling,or around due to the lack of supporting facilities,engineering or quality,or the price is too high,causing some real estate sales do not go out and form vacancy etc.In order to solve these problems,the real estate development enterprises must put the project planning into an important position and adhere to the principle of planning and guiding everything.The study object of this paper is Zhengzhou City Tsinghua Tahiti real estate project,research on the third-level city real estate project based on the whole plan.In order to cope with the market competition intensifies,uncontrollable macroeconomic environment,as well as the market of Tsinghua Tahiti project,be the most changeful,do thorough market research,market analysis,product positioning,scientific marketing planning and risk prevention measures.The text research on the Zhengzhou City real estate projects based on Tsinghua Tahiti,based on this project,based on the research status at home and abroad on the detailed analysis of the company in the project in the current problems by SWOT method;in the whole planning framework,using 4P method,SWOT method and STP analysis system on market research,consumer behavior and psychological analysis,market positioning,product planning,price planning,advertising promotion planning process are described;the comprehensive use of various marketing theories,through the reasonable implementation of integrated marketing communication,marketing strategy and sales team management,for the project marketing;through the analysis of the financial feasibility.The use of funds for project financing,scientific and reasonable,it is found that the uncertainty factors,the prevention of financial risks,to provide financial support for the success of the project operation.In this paper,through the analysis of the project facing the market opportunities and competitive situation,the needs of customers,and accordingly find product positioning,product design,marketing planning and sales decision,risk prevention measures to provide marketing support and financial risks for the successful development of the third-class city high quality real estate projects.