Research On The Marketing Strategy Of The Phase ? Of Jingxin International City Which Is Developed By Zeng Lin Trade Co.Ltd.

With the continuous development of China's economy and urbanization,people's rigid demand for housing,investment and other needs are continually growing,and the depth and breadth of real estate commercialization is constantly improving.After more than 30 years' reform and development,China's real estate industry has become a pillar industry in the national economy.However,because of frequent national macroeconomic regulation control,the increasing development cost and the growing competition,the real estate industry is facing a severe test.It seems that the golden age of real estate development has come to an end.In the new situation,to achieve sustainable development,especially for those local small real estate developers similar to Zeng Lin Trade Co.Ltd.,the real estate development enterprises must further study the market and make appropriate marketing mix strategy guided with marketing strategy,with a view to stand out in the industry competition.In this paper,based on the current real estate development environment,we studied the phase?of Jingxin International City which is developed by Zeng Lin Trade Co.Ltd.from the three aspects.First of all,we analyzed the status quo of Zeng Lin Trade Co.Ltd and existing problems and reasons on marketing of the phase ? of Jingxin International City;Second,using analytical tools such as PEST,SWOT,we analyzed the internal and external environment the project faces to determine the target market;On this basis,we defined the product positioning through the market segmentation;Next,according to the characteristics of the project and marketing goals,a scientific and feasible marketing strategy was builted;Finally the implementation of the marketing strategy and security were discussed.This paper mainly studied the marketing strategy of the phase ? of Jingxin International City to build a set of scientific and feasible marketing model.We expect that this model can provide the template which can be promoted for following development of the real estate project,and offer some reference for other real estate development companies.