Research On Marketing Planning Of Real Estate Projects

After many years development, real-estate industry has become the one of pillar industries in china, pulling the economy greatly. Meanwhile, since recent years the Real Estate industry competition has severity by the market group up of China. The traditional marketing theory of real estate and methods haven't keep up with the fast developing real estate market require, so the whole marketing planning of real estate becoming the focus of the whole industry. After many years development, the marketing planning of real estate has developed into a system, but there are many problems in the theory and operation, for example the separation between its theory and operation, marketing planning at one's will ect.. It has not only brought unhealthy influence for the management of the real estate development enterprise, but also leaded to great resources waste, such as a large amount of vacant merchandise houses.This paper mainly uses the modern theory of management, combined with the feature of strong operation in real estate profession, to analyze the necessity and key process of whole course strategy planning in real estate profession, and it attends to summarize in theory. Meanwhile, in view of existing situation of marketing planning and combining with the marketing planning of the project "Lu Neng Xing Cheng" in our corporation, expounds content and working procedure which should focus on during the process of marketing planning, and constructs a frame of marketing planning by way of real estate market survey, products planning, sales planning analysis, effect appraise research. In demonstration research, the paper analyzes supply and demand in real estate market, consumer behavior and competition product by way of real estate market survey in Chongqing, and on the basis of survey, uses market subdivision method to select target market of project, and design product concept. At the same time it expounds making a product price, adjusting price, spreading advertisement, in the end through effect appraise of marketing planning, one hand modifies market strategy, another hand testifies correct marketing planning in real estate development is necessary.This paper tries to carry on useful discussion and research in the marketing planning of real estate, and expects to summarize a correct and feasible frame of the marketing planning of real estate, and put theory into practice to test it. I want to provide some theory and experience on the base of the analysis the Real Estate industry...