A Research On Marketing Strategy Of Honghe Real Estate Company

Following the market rhythm, benefited from the booming of Hengyang City's real estate, the Honghe Real Estate Company had achieved a rapid development during the last three years. Since the national control on macro-economic and the large supply in Hengyang real estate market, Honghe is facing more and more strong challenge. So, it is essential for Honghe to formulate market positioning and marketing strategy.This article reviewed market situation of china's real estate market, and analyzed Honghe Company's market interior and exterior environment. The five-force model and SWOT model was adapted to analyze the company's market. Based on above analysis, the article used STP model to segmenting Hengyang real estate market from the varied habits of different income and different education background customer, and to determine the company's target customer. The article indicated that the company should take the middle education degree customer as it's target customer, to establish a competition advantage by providing all function and innovative products. Lastly, using the theory of market mix, this paper studied Honghe Company's product strategy, price strategy, place strategy, and promoting strategy.The implementation of market strategy must supported by the inner resources. So, as a guaranteeing strategy's implementation, the article provides measurements of company culture construction, the collection of money and human resources management guidance.