The Project Marketing Planning Research Of Jinan Quanjingtianyuan

Real estate industry head for reason and conform to the standard without cease, along with the tightening of macro policy to real estate industry and The Land Resource Department straitening out the land market order energetically, but the level of marketing planning in real estate industry is still in primary stage. On the one hand, the developer does not attach importance to marketing strategies, or it does attach importance but its work is not guided by systematic methodology; on the other hand, because some planners do not know what is planning, their planning is more random than scientific and some so-called marketing experts are leading marketing planning astray, which aggravates the vacancy of merchandize houses to a certain degree and causes the great waste of social resource.On the basis of the background of the present situation in the development of real estate industry in China, this paper, in view of existing situation of marketing planning and combining with the problem of marketing planning in one company, expounds content which should be focus on and working procedure during the process of marketing planning, analyzes the present situation of real estate market in Jinan , and constructs a frame of marketing planning by way of market survey,SWOT and competition analysis,marketing orientation and marketing strategy. In demonstration research, the paper analyzes supply and demand in real estate market,consumer behavior and competition product by way of surveying the Jinan Real Estate Development General Company, and on the basis of survey, uses market subdivision method to select aim market of project, and design product concept. At the same time , it expounds marketing orientation and marketing strategy of the Quanjingtianyuan uptown detailed.This paper tries to carry on useful discussion and research in real estate marketing planning, and expects to summarize a correct and feasible frame of real estate marketing planning to help real estate enterprise develop project. At the same time, by way of concrete practice in marketing planning, I put theory into practice to test it and sincerely hope that the discussion on the topic of marketing planning real estate industry can help to guide practice in certain degree.