Research On Marketing Planning Of Dalian Xintianrun-Take Yingkou Water Royal Lanting Project As An Example

The real estate industry has a profound influence on the national economy and the daily life of residents.It is an important part of the country's wealth and residents'wealth.The healthy development of the real estate industry affects the country's economic security and political stability to a certain extent.In the face of the overheating of real estate,the state and local go-vernments have introduced a series of regulatory measures.In the current complex situation,how to achieve sales targets,quick recovery of funds,and how to drive the industry to a rapid developmeant,is the first issue to be solved.The research object of this article is Yingkou Shui Yu Lanting residential project is a new Tianrun real estate in the center of Yingkou city market.This article firstly summarizes the marketing theory,marketing related research tools,real estate related concepts and characteristics.Then,through the investigation of the competition products,the macro-environment,meso-environment and micro-environment of the real estate market in yingkou city are analyzed,and the age,income,occupation and household type of potential customers are investigated,and then the target market is selected and located in the target market.The marketing strategy of the Yingkou Water King Lanting project uses PEST model analysis,STP analysis and SWOT analysis tools to analyze the marketing environment of the Lanting project,the advantages and disadvantages of the project,and the market segmentation and market positioning of Lanting.As well as the marketing strategy plan of the Lanting project,as well as the safeguards for the implementation of the project strategy.Through the analysis,we find out the deficiencies of the management concept of the Lanting project,integrate the existing marketing strategies,and establish a marketing planning system for cities with a real-time market response mechanism.Based on 4P theory and related marketing theory,Based on the actual analysis of the marketing situation of the new Tianrun real estate company Shui Lanting,it is found that there are many problems in real estate marketing.The research result of this paper is of great guiding significance to the development strategy of new tianrun real estate in Liaoning,which will be directly applied to the actual operation of this project,and it can also create a good foundation for the establishment and perfection of new tianrun marketing system.