"WanFa·zhiyin Family" Marketing Plan

Nowadays real estate industry goes up on the basis of the commercial housing which costs more and more investment. The main incentive to push the overall price index of the real estate is the rising of the commercial housing price. In 2004 the government has made rules and controlled the whole industry from the earth, capital and so on in order to adjust the industrial structure and reach the optimization. At the same time the middle and small size enterprises are faced with the undoubted reshuffle of the industry.This project is the first Commercial Housing one of WanFa Real Estate Company transferring marketing from Tibet to Chengdu. The developer desires to set up the satisfying brand image in the Chengdu market through the success of this plan. The plan focuses on the following: How to survive in the competition. How to satisfy the consumers. How to distinguish from the others. How to make the plan operated. How to deliver the developing theory to the market through the commercial housing.This thesis is divided into six parts. In the first part the research background and method are expounded. The project background is introduced in the second part including the developer information, the earth attribution in the project, the main boundary conditions and so on. The marketing environments are analyzed in the third part which focuses on the macro environment, micro market, consumers and the competitors as well as the SWOT analysis related to the internal situation of the developer. The market segmentation and position is in the fourth part. The segmentation lies in the marketing environment and the target market is confirmed. In the fifth one the marketing strategy is made according to the specific position including the overall marketing strategy, competitive strategy and marketing mix strategy. The last part focuses on the marketing extension plan with the execution steps.