| From 2013 to 2015,it was not only an adjustment period of the real estate market,but also an adjustment period of China’s economy.With the deepening of comprehensive reforms,it has entered into a new stage of optimization,integration and transformation for all industries.In accordance with the overall economic development,China’s real estate market also experienced triple-changing,from the hot to the cold,and eventually to the polarized.Comparing with the high land price and high property price in 2013,China’s real estate market had an overall decline in 2014,even some indicators appeared negative growth.By 2015,thanks to favorable policies,it was gradually getting warmer;to the second half of 2015,the property price soared in first tier cities with the excess demand,while the price was continuing to fall in medium and small cities with high vacancy rate,which indicates the polarization of China’s real estate market is becoming more and more obvious.It can be said that this period is experiencing an "Adult Ceremony" itself,developing gradually from the quantity to the quality,making profit from the simply selling to the operation process,innovating from the single mode to multiple modes.Just in such a complex,volatile,and polarized environment,Jiangsu Provincial Construction Group Co.,Ltd.(hereinafter referred to as "JPC")selected the I FEEL INTERNATIONAL project,located in Nanjing High-Tech Industrial Development Zone,as the first real estate project of JPC in Nanjing,which would take advantage of all JPC resources to build.In this paper,the author takes the marketing operation of the I FEEL INTERNATIONAL project as the theme,respectively giving the particular explanation and analysis of the project survey,the market environment,as well as the project position,the product design and the marketing promotion.During the foresaid process,the author makes every effort to find the success of the project operation,summarizes the insufficiency,hopes this paper can do something good to the healthy development of JPC’s real estate business,and brings some beneficial enlightenment for the marketing operation of the real estate development industry.This paper is divided into seven chapters.The first chapter is the introduction of this paper,briefly introducing the background,the purpose,the methods and the structure of this research.The second chapter is the project introduction,making the introduction to the relevant background,JPC,Jiangsu Investment and Construction Co.,Ltd.,as well as the I FEEL INTERNATIONAL project,the achievements appraisal and influencing factors.The third chapter is the market environment analysis,analyzing the environment of Nanjing real estate market in 2013,2014,and 2015 and the national market environment,while making analysis of the regional environment of the project,all of which has a direct or indirect impact on the project sales achievement.The fourth chapter is the project position analysis,which,based on the analysis of the plot and the regional planning,applies some market positioning theories,such as SWOT analysis,to making the customer segments of the potential market,combining with JPC’s own objectives and resources,makes the positioning of the customer and the product,and determines the target market and target customer group of the project.The fifth chapter is project design analysis,which analyzes the advantages and disadvantages of the I FEEL INTERNATIONAL project in the field of product design,technology and services,respectively from three aspects of the architectural planning and design,the unit design and the green technology application.The sixth chapter is the marketing promotion analysis,by using the theory of marketing communication and brand strategy,analyzing the package plan,the promotion schedule and the advertising strategy,while using the theory of promotion strategy and pricing strategy to analyze the direct sales process of the project.The seventh chapter is the conclusion and suggestion. |
PDF Full Text Request