The Project Marketing Planning Research Of Dongbuxinju

The individual need for housing increases with the development of city construction. Along with the development of the commercialization of private home, the supportive effect of the real estate industry on national economy is becoming more and more obvious. Because of the uprising importance of the real estate industry these years, the government has been tightening its macro regulation on it, released the State Council Six Measures and Eight Measures and controlled the Bank Loan for it strictly. Along with these environmental changes, there are many uncertain risk factors faced with enterprises' management decision making. Since the establishment of the new policy for commercialization of private houses, the marketing system for real estate has been formed gradually and the competition is becoming fiercer. So the market attaches more and more importance to the marketing of real estate, especially the marketing planning. Together with the transition from seller market to buyer market in real estate these years, the marketing planning for real estate has been showing its unchangeable effect gradually.Although the marketing planning for real estate in China has been changing from simplification to generalization, the service for marketing planning has been changing from focusing on surface to chasing connotation and the spread for marketing are becoming standard and ordered , there are still many things in the marketing planning for current real estate project worth consideration. Many property developers do not have enough understanding to the marketing planning, lack systematic and theoretical methods to lead their work and even make wrong decisions for the marketing planning because of understanding bias. How to understand the content of the marketing planning rationally and to promote the healthy development of the real estate industry are urgent questions in front of the real estate marketing planning in China.Facing the environment of the real estate development and focusing on the current status of the real estate marketing planning, this paper, through analyzing a marketing planning of a project in a property company, shows the important content and operation procedure in the real estate marketing planning and analyzes the current situation of the real estate market in Jinan. The paper also constructs the frame of the real estate marketing strategy through the analysis of the project SWOT, competition situation and marketing localization, and it investigates in detail the allocation for the marketing planning of the Dongbuxinju markets.It is hoped in the paper that a set of scientific and practical frame for the real estate marketing planning will be summarized in order to provide useful help for the property developers. The merits of the paper are that the marketing planning is enforced based on the idea of the whole procedure marketing, and that the project marketing is done from the whole aspects, including consumer requirement, market allocation, community planning, house design, property management and market generalization et al. The old method which only focuses on the market generalization was changed in the paper. At the same time, through the practical operation in the real estate marketing strategy, the real estate marketing theory was testified, which in hope will have some effect on the future real estate marketing planning.