The Research Of The Project Marketing Strategy Of Changfang-dongjun In Hunan Province

In recent years, the real estate industry developing rapidly. And it has become an important impetus of economic development in China. The government adjusts the micro-policy and formulates a series of real estate policy. With the influence of the financial crisis, the external environment of real estate becomes unpredictable and turbulent. All of the above means both opportunities and challenges to the real estate developers. Therefore, we should pay more attention to the strategy of real estate projects.While the real estate market of Changsha is improving and developing with the competition, there is still a lack of the plan of integrated marketing communications (IMC) strategy and attention to the marketing strategy is not enough. This paper attempts to provide guidance to the practice of real estate marketing strategy, through analyzing the marketing strategy of Changfang. Dongjun(长房·东郡), Changfang Group(长房集团). Firstly, the marketing philosophy should keep pace with times. Marketing, not promotion simply, focuses on the customer demand and maximize their benefits to building long-term relationship with customers. At the same time, marketing should also take account of the public interest to ensure the sustainable growth of the enterprise. Secondly, that, analyzing the environment intensively and comprehensively and finding out the strengths and weaknesses, opportunities and threats, can provide scientific guidance to the real estate projects positioning. On the base of the above, a series of marketing mix strategies can be formulated, through combining product, price, promotion and distribution. Finally, the real estate projects confront with lots of risks from policy, finance, management, construction and so on. Therefore, in the process of implementing strategy, we should raise risk awareness, which will be helpful to take measures quickly and solve the problems in the unavoidable circumstances. The marketing strategy implementation has obtained good effect under the guidance of marketing strategy. Meanwhile, it has provided useful experience for the project development of Changfang. Dongjun(长房·东郡) in the future and perfected the marketing theory.