CSTP Strategy Research And Case Analysis On The Domestic Residence Marketing Planning

After 20 years'rapidly developing, real estate industry is becoming more and more important in the national economy. Meanwhile, in real estate market with the rational and standard development the competition tends to be more fiercer. But the level of domestic marketing planning in real estate industry is still in primary stage. Marketing planning in real estate is being paid much more attention but be directed without a set of systematic method. In the traditional marketing planning theories of residence, though the STP theory and 4C theory have their own theory bases and are advantageous respectively, they are defective to some extent in practical application. This paper tries to carry on useful discussion and research in real estate marketing planning, and proposes a new theory frame to help enterprises develop project against the separation of strategies and tactics. This theory deems that developers must change their business concepts and transform to residence demand service provider from developer, abandon traditional sale concepts,carefully study consumers behavior features and true needs,analyze their buying motivation,purchase power and their layers,habits, interests, only when constantly improve capability to judge, satisfy and guide consumers then position ,plan and design the product on the basis of these, can the final success of their projects be ensured. CSTP theory bases on market marketing, consumers behavior and services marketing, expects to summarize a correct and feasible frame of real estate marketing planning to help developers . At the same time, by way of concreting practice in marketing planning, I put the theory into practice of the Biguiyuan case to test it, and sincerely hope that the discussion on topic of the marketing planning in real estate industry can help to guide practice in certain degree.