Research On Marketing Planning Of Jingfenghui Real Estate Project

In recent years,With the rapid economic development of China,the real estate industry is in an increasingly competitive.The succeed of real estate companies in the future market competition largely depends on the marketing strategy and tactics of the real estate enterprises.However,China has not been able to form a relatively complete theory of the real estate marketing.Jingfenghui project is located in Hohhot and it is the research object in this paper.In this paper,the research method is combining theory and practical case,looking for new ideas for real estate marketing.The paper based on modern marketing theory and combined with the actual situation of Chinese real estate industry status and the project,Analysing the marketing environment of the project with market research,document retrieval,SWOT analysis and PEST analysis and try to find out The project’s strengths,weaknesses,opportunities and threats.And then,proceeding the market segment,select target markets by the needs of target customers and market positioning for the implementation of the project to determine the project’s unique interests and values.Finally,on the basis of market positioning,the paper describes marketing strategy of the project in details from product strategy,pricing strategy,channel strategy,promotional strategy.This paper through a discussion of real estate marketing planning and research,hope the summary of a practical theory of real estate marketing system,developing real estate projects and real estate marketing for the enterprise to provide decision support.