Marketing Strategy Study For The Jdre's Prospective Project

At present, with the normalization of real estate market, it is becoming difficult for real estate companies to make money through speculating. After the land must be sold by auction, Its price is gradually bedding up. As a result, the risk of real estate projects will increase due to the higher construction cost. The competition of real estate market will be more intense in the future.More and more real estate projects are failing because of improper marketing strategies. Therefore, companies must pay more attentions to the marketing strategy study in order to control risks effectively. JDRE (JiaoDa Real Estate company) must face to the same problem.Relationship marketing theory was put forward by some northern scholars in 1970's, which was innovated from traditional theories .It was a new theory which was about marketing ideals and marketing acts etc. It was suitable to contemporary enterprises. Since 1980's, relationship marketing theory has been developed and applied comprehensively. However, in China relationship marketing theory was a new theory to a lot of companies. Similarly, relationship marketing theory was new to real estate enterprises. Therefore, it is very applicable to study the application of relationship marketing in real estate market. The paper analyzed one real estate case. The paper wish to help real estate companies to apply relationship marketing and design marketing strategy.In the paper, the main marketing problems were described. At the same time, the author inquire into the main marketing problems in JDRE and find out the way to solve the problem. The paper surveyed and analyzed ChengDu real estate market in developing course and competition. Relationship marketing was introduce in the paper. The paper demonstrated the necessity of applying relationship marketing in real estate market .In the end,the paperdesigned the marketing strategy for JDRE'S prospective project from deciding main groups, establishing and managing relationship marketing system, remaining customer relation.The purpose of the paper is to relate the marketing theories to real estate company's operation.The data were from some real estate companies and literatures, and author's survey.