The Study Of Whole Process Integrated Marketing Stratagem

After nearly twenty years development, real estate economy have alreadybecome one of active factors in national market economy, and is in the trend ofbecoming pillar industry of nation economy. With real estate development competehas already basically adopted market principle, marketing conflict is increasinglyemerging. So real estate development activity shall conform to economic law andmarket rule. The marketing idea of real estate development enterprise should beenhanced and the manipulating level should be generally improved. So, in order toensuring real estate development enterprise sustaining growing, strategic,specialized and practical real estate marketing research is imperative and haspractical signification.With the introducing of advanced marketing theory, there already isconsolidated foundation for development of real estate marketing, and the real estatemarketing is more and more systematized and enriched. Based on DSTP (demandanalysis, subdivision market, target locking, precision positioning) etc. core idea.This thesis systematacially analyze the whole process of integrated marketingsystem. And a real estate development dominant model of consumer cored andplanning as the main function is to be explained. It is to provide an research modeland referential value for real estate marketing research.As a branch of marketing mix the real estate marketing has its own uniqueness:whole-process character, legality, non-totally completion and government policydirected etc. make uniqueness of the real estate marketing. With the growing of realestate economy, the scope of real estate activity is becoming more wider. There aresimilar activities in the field of society, politics, legal, culture etc. The real estatemarketing will adapt to the continuate changing environment and dynamic react to it.How ever, the direction idea of enterprise marketing is to be continuate modified andrenewed. The real estate enterprise not only have to adapt to macroscopical outerenvironment but also master the situation so as to actively react to it, to affect andimprove situation of outer environment to promote marketing exploiting, to getbiggest profit by improving the consumers living quality and enhance society publicinterest, to harmonize work in internal departments of enterprise by marketing mixcentered organizing, administrating principle. And bring politics, public relation,people and packing into the factors of enterprise self-controlled marketing mix. Withthe more development, the conventional products in real estate developmentmarketing plan such as probing, partitioning, prioritizing, positioning and the 4Pmarketing factor which is product, price, place and promotion have mutuallybecome the 12P factors in real estate marketing. With the 4C marketing mix strategy idea, this thesis is to discuss the wholeprocess integrated marketing process. It is emphasize on carefully study of thedemand and need of consumer, thoroughly calculate the cost which consumer wouldlike to pay, actuality provide purchasing convenience to consumers, and establishefficiently interplaying communicate. This idea emphasize on that marketing mixequal to all of the enterprise. With dynamic notion, to face the marketing challenge,more clearly understand the interplaying relationship and affect between enterpriseand market, to find the potential market, to create market, to upgrade real estatevalue, to create real estate brand. With the project "Huajian ? Riverside pearl", and the investigation andanalysis of the marketing strategic environment (including internal & externalenvironment) by using the SWOT method. Confirm the target market by using realestate marketing core technology of the DSTP method. And analyze and judge themarket demand and consumer level. On this foundation, by using dominant factorscontrasting method to analyze the competing project and company, further decidethe marketing compete stratagem, relationship, service marketing stratagem etc. tohelp the enterprise to achieved the overall development stratagem target. According to idea of the whole process integrated marketing, the process of realestate development is divided to eight programs. During implementation period, theeight programs is organically banded together, and become one system and wholeprocess integrated marketing is applied: 1. Project investment marketing 2. Project conceptual design marketing 3. Project quality & construction period marketing 4. Project image marketing 5. Project popularizing & planning marketing 6. Project sale consultant & sale agent 7. Project service marketing 8. Project second time marketingWith the development example Huajian-Riverside pearl, this thesis detailedlydiscuss designing and implement the whole process integrated marketing. Everyprogram and procedure in process of project development is totally andsystematacially explained. The whole process integrated marketing is summarized from practice. It foundson advanced marketing mix theory. It is a set of instructive science operation methodwhich is summarized from marketing mix and practice in the development processof china real estate marketing. In the Riverside pearl project, Jilin Huajian real...