| With the rapid economic development of our country, the real estate industry also keeps on a fast-growing track. As a secondary-large-scale city of China, Changchun is forging rapidly. As a result, one after another, many famous large-scale land agents out of Jilin Province have been attracted to invest here, and of course, the local land agents also become stronger and stronger, making the competition even fiercer in the real estate market here. In an age when the real estate market has entered a situation governed by "large-caps", new developing ideas and marketing measures keep emerging like mushrooms. In the face of the keen competition, how should we Tian Hui Real Estate Company set down our strategic object, and, how to work on the development of the "Tianhui–Fuzeju Estate Project", that's a question of great significance.Any company must have the strategic object of its own. In view of the developing trend of the real estate market, Tian Hui Real Estate Company has chosen its own competition strategy and established its own strategic object and mission statement.In terms of project development, we have done a thorough research on the developing models of the domestic real estate industry. Through the analysis, we hold the opinion that there are many disadvantages in the traditional Hong Kong model and that the American's specialized developing model is more promising in China. Therefore, we should take the latter model. As for the management of specific projects in our company, we resolve to discard the nonstandard operating measures and pay more attention to the brand-image construction, to the credit of the company and the quality of our products. So to speaking, standardized and specialized operation is where the kernel competitive power lies for a real estate company seeking for long-term development. And Tian Hui Real Estate Company has chosen to hold up the following ideas on project-development: standardized operation and specialized development.The project market orientation and the development of an industry are much related to a country's macroeconomic policies. First, the chapter discusses the effects on the project market orientation brought by the nation's macro economy, which is illustrated in the following two aspects: a. the macroeconomic situation and the developing trend of the real estate market; b. the effects of one country's policies and laws on the development of its real estate market.As relevant data shows, the real estate industry has come into a rapid developing era and with the gradual perfection of the relevant laws and rules, the development of real estate is becoming more and more standardized and specialized. Second, analyzing the effects on the project's market orientation brought by the microeconomic environment, there is a great developing potential in the real estate market of Changchun, but the competition in the field is much keener. What is worse, it may even develop into a monopolized market. Through market investigation and research, we have analyzed the target market of the project and then locked the target colony. After an analysis of the market by means of detailed data, we set up the central idea for the development of "Tianhui-Fuze Estate Project", i.e., a compound idea of "Community Education + Physical Training + Returning to Nature (orchard model)".The modern real estate marketing is an all-round one, that is, what we sell is supposed to be an organic whole of good culture, good taste, good way of life as well as good environment and sights instead of any part of them in separate. We establish the marketing strategy and tactics according to the project conditions.The marketing strategies of "Tianhui-Fuzeju Estate Project" include: a. brand strategy----brand is the soul and mainline of marketing, which runs through all the links of development, sales and management; b. competitive marketing----we should rear competitive consciousness and foster the kernel competitive power of the enterprise; c. besides, honest marketing, e-m...
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