| Chinese real estate market rectifies is moving towards mature and reason after having experienced a circuitous history developing process. After China join WTO, the real estate market in Chinese transforms by the seller market as the buyers' market, the consumer purchases in the behavior day by day mature, the real estate enterprise is facing the unprecedented challenge. The real estate marketing and sales also begins to be playing the more and more important role. But, the real estate marketing and sales, especially inland real estate marketing and sales is still in the junior stage. Because of it, the author took the marketing tactics practice of the company project as the basis,has summed up systematically Hunan Poly real estate company's marketing tactics,and attempted to carry on some beneficial discussions in the real estate marketingtactics.This article reviewed market situation of China's real estate market and Changsha's real estate market, and analyzed Hunan Poly Company's market interior and exterior environment. The SWOT model was adapted to analyze the company's market. Based on above analysis, the article use the methods of project status and market analysis to segment Changsha's villa market, analysis the client's product needs at different homebuyers state and to determine the company's target customer. The article indicated that the company should fix position in "The most pure and competitive single-villa community ", to establish a competition advantage by providing all function and innovative products and Outstanding property management. Lastly, using the theory of market mix, this paper make Hunan Poly Company's product tactics, price tactics, place tactics, promoting tactics and brand building tactics.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. |
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