The Study Of Marketing Of Happy Famous City

There are 368 real estate companies in Changchun now, including local companies and famous national companies, which were just rushed in. They are competing with each other. Here, among 109 real estate projects, there are about ten middle and high level projects have the competitive strength to us, such as "The First City, Tian'an", "Best City, Rongchuan"According to statistics, in 2004, the gross trade of house and total amount of house exchange were raised 29.2% and 26% respectively compared with those in 2003. The supply of commercial houses is 4million square kilometers and the potential need for them in 2005 would be about 5million square kilometers. The need for commercial houses in high-tech development zone would be 300 thousand square kilometers.Our project is located in the southwest side of the city where we have a relatively bad environment, a less convenient transportation and rare people. However, we neighbor the Collage City, the Jilin Shiyan Middle School, which provide a wonderful educational atmosphere. We are among the five or six biggest projects in Changchun and are the biggest one in high-tech development zone. We have advantages in room structure designing, surrounding areas and property management.Our potential customers can be:—People whose work place is 15mins away from here—Upper class people who enjoy a salary about RMB5000 per month or a deposit over RMB300 thousand.—People among 30-50 years oldOur estimated position is: to be the leader in middle and high level house (90-130m~2) market; to be competitor or follower in the market of western garden building and villa building; to be the compensators in small size house market; to try to reach a capacity rate of 1.0-1.2, the green rate of 50%-55%, rate of car-owned residents to houses is 10:4. We are trying to follow the regulations for high-level houses.We regard the reasonable and comfortable room structure designing as the essential aspect. We also paint the buildings in warm color, which may give people afeeling of warm and dignity in the low temperature in Changchun.As the design of the whole community, we should learn from Rongchuang, Sunny City and Wanke, in green designing, we should learn from Fuhaohuacheng, Wanda and Venice. In addition, we should make good use of Yongchun River. Generally, our project is European style and in material choosing we will follow the principle of to be harmonious and creative, rather than superior quality and costly.We guarantee the heating service, high quality kindergartens and self-running clubs and facilities.Property management: with the second level charge of fee, we provided the first level services.At the beginning stage, we hold the modest principle:—Entering market with a low price to occupy market in 2005.—Try to form a brand image by providing charming environment and good service in 2007—Raising price to make profit after 2007—Setting different price for different houses according different floor, situation in the building and location of houses in community.We should carry out marketing among potential customers, pay attention of 4P+1P— Product, Place, Price, Promotion plus Person.The specialty is one of the best means to gain competitive advantages. Therefore, our specialties are: 1) the name "highest, latest, Hongcheng with the most beautiful scenery " which we believe can remind of our costumers various memories and bring them beautiful dreaming. 2) best propaganda. 3) VI design. 4) charming night sceneries.The ways leading to a successful recognition of our project among customers would including promoting value of our products, creating culture atmosphere and stressing specialty.There are 9 ways helping to make our project be popularly known.1. On sales, price discrimination can be used such as offering complimentary ticket, presents, free decoration, two-stage payment, discount on more than two houses, control opening price.2. AdvertisementAdvertisement has the function of informing, convincing and reminding Our advertisement must be concise, descriptive and creative(1) Advertisement for our community: "the best community in southwest Changchun" "Choose success, choose noblesse" "Now, we are nearer city center" "We win business as well as home" "I am away from bustling" "You will feel pleasant in spring in this garden because here full of hopes and dreams. While you U/ilJ also feel mat in aUtUm for the bright fruits, clear sky and green water." "You may wander what is hiding behind the trees, what are the birds gaily singing for. Wait till earth covered with snow, the true beauty will present in front of you.'^(2) Advertisement for scenery: "Beside tree, lake and flower, your houses are just dotted in greens" "Our ever-spring city is a picture of river surrounding trees, trees besides flowers, with singing birds and dancing butterflies" "Phellodendron, ginko and phoenixtree are smiling: 'we are having a reunion'; Mountain grape, schisandra and jujube are crying: 'we are in city'; Lotus, water lily and golden carp are shouting: 'woo, so big a family'; Pear flower, apricot flower and peach flower are giggling: " we are occupying the whole Shangjinghongchen'3. Product promotingE-mail, free telephone call, handouts and questionnaire4. Direct markingInternet marketing, direct mail, telephone interview of potential customer, sending messages5.Public relationship—Keep a good public relationship with big customers—Keep a long-term relationship with target customers6.Other means of propaganda—Try to gain the most attention by using various resources and means—Enforce image by inviting famous person or using media, conference, exhibition, seminar, conflicts, good or bad issues, complains, etc.In this article, we also propose a series of propagates:-Make the southwest the center—Make the southwest the richest area—Make prosperity of both business and hoirf—Make the dream come true—Make Hongcheng a nature garden—Make southeast the home of wisdom, Hongcheng the home of successful people...