Marketing Strategies Of Housing Community Program On Gong Nong Road In Bengbu

In recent years, Bengbu City in Anhui Province has experienced a rapid development in the field of real estate. This has led to increasingly intense competition between real estate agencies. However the intensity of competition is not as marked when compared with developed cities like Shenzhen, Shanghai and Nanjing. The market situation in Bengbu is still in its infancy, especially in the fields of research and marketing strategies. Since 2004 the large-scale real estate agencies from other cities have migrated to Bengbu and have threatened the viability of local agencies.This paper will focus on a discussion on marketing strategies of the housing program on Gong Nong Road in Bengbu. This paper will analyze the origin, development and trends of the theory on marketing on the basis of analyzing macroscopic situations including the profession of real estate. This analysis has also included the nature of the peripheral environment, information on competitive rivals and the need of consumers. It was necessary to conduct a thorough analysis on interior conditions. This included strength, weakness, opportunity and threat of the program obtained by analyzing structural relations of the factors of production, the price, and market promotion and how they will contribute to strategic decisions for the program. The strategies for products, prices and marketing promotion will be made according to segmentation, targeting and positioning in the market. The research on product strategies puts an emphasis on the principles of product design and general planning together with the devising of a single house design and the landscape design. In terms of the strategies of price, the outcome will be brought to light through the analysis of the cost estimate of commercial houses. After theresearch on the strategies of advertisements, media, public relations and the strategy of marketing promotion are consequently made. At the conclusion of this paper, practical suggestions are put forward on how to develop marketing strategies for the program. It is suggested that all members of the agency be involved in developing marketing ideas. Consequently the marketing departments could be established on a top to bottom basis. Other important measures that should be taken are training staff and improving the agencies' software and hardware facilities.This paper also offers advice on how to help lessen the effect and offers suggestions for program implementation.