| Along with socialist market economy consummation and development, The property developer needs to become the independent management, assumes responsibility for own profits and losses, the self-restraint, the self- development producer and the operator. To achieve such goal, The developer must develop the product as far as possible which has excellent quality and reasonable price and also is easy to sell. And diligently sells it to obtains the good economic efficiency. Therefore, the developer not only must complete the development work, more importantly must understand the consumer's demand and innovate the product type, make reasonable price, improve the sales service and management, and enhance competitive ability. From this, the real estate marketing plan formulation naturally becomes the most important constituent in property developing process.Meanwhile, along with our country city people consumption level unceasing enhancement, the consumer housing demand in the total quantity, the structure and the level also will unceasingly develop and change.The real estate market competition day by day is especially intense, the developers have moved towards the rationalization and the standardization from the past blind congenial development. The former sole and low level competing factor gradually loses the absolute superiority status in the competition. Therefore, how to promptly and accurately grasps the complex changing market demand, formulate a set of reasonable marketing promotions plan becomes the key of whether the real estate enterprise can survive and develop in the intense market competition.The real estate marketing is a creative and adaptive activity. These activities comprehensively form the real estate product, the service and the information and flows to the real estate buyer from the property development company. The property development company satisfies consumer's producing and living, material and spiritual and other needs through effectively providing the real estate commodity and the correlation service and gain profit.This article is under the real estate marketing theory instructionand unifies the actual situations of Bo Hai Wan project of Hong Ye Real Estate Co.,Ltd. The data was obtained through the massive on-the-spot investigations. The project marketing plan is made comprehensively from each aspect before the project promotion was did, considered the project feasibility and operation. When formulating this marketing promotion plan, the theory and the actual union, qualitative and the quota union, this point has the important instruction significance to this project successful selling.This article separately conducts the research from the following aspects:First, Changchun real estate market researchForecast the Changchun real estate market situation of 2006 according to the brief summary of that of 2005. Estimated Changchun in 2006 the real estate market will continue tothe stable health direction to develop. The situation that Changchun real estate market will continue to develop in a stable and healthy way is Estimated.Second, the research on the project itselfAt the first briefly introduced the project survey.Then carries on the analysis to this project superiority, the inferiority, the opportunity and the threat using the marketing studying and analyzing method ---SWOT.Thus provide the reliable foundation for the project market localization.Third, carries on the analysis to the competitors in this region. Comparison with the competitors is advantageous to improve theproduct and make a reasonable price.Fourth, analysis to consumerCarry on the analysis to consumer's demand, and the consuming psychology and the consuming behavior. The accuracy of the goal customer of this project is advantageous to make a better product localization and a more effective advertisement strategy.Fifth, project localizationWhether the project locates accurately will influence product sales directly. The product localization will rest on the market investigation and the conclusion study, simultaneously will have to consider the characteristic of the competition projects. Strives for fully manifestation of the product difference in the project preliminary stage (localization, plan design)Sixth, marketing promotion strategyFormulate the marketing promotion strategy according to above research. First has to be clear about the sales plan index. Next produce the concrete marketing work plan. Then conduct the research on the product, price, promotion and other aspect.Finally, make the opening plan. |
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