Marketing Research Of A Real Estate Project In Longyan Economic & Technological Development Zone

In recent years, China's real estate industry has experienced rapid development stage of the first round. But in this process, the Government's strong support, taxation policy and the rapid expansion of normal & non-normal consumer spending took as the critical role, while enterprises easily neglect their own marketing project planning capacity in this environment for a long time. Particularly with the state's macro control, market differentiations and the shrinking market capacity, market competition will become unprecedented ferocity. In order to ensure the success of real estate projects, enterprises must and have to throw away the fickleness effected by last two years' flourish, then strengthen the self-competence seriously and conscientiously study the real estate market environment, at the same time, focus on consumer demand and integrate various marketing strategies.This paper is based on this principle, taking A project of Longyan Economic and Technological Development Zone as case, to research the practical strategic and tactical planning for real estate projects through study of the real estate market macro environment and integrating marketing advanced theory applied to real estate projects and refining into the universal value theories and methods.This paper is divided into six parts, from a macroeconomic environment to consumer demand analysis, to study the strengths and weaknesses of A project in several ways and then proceed to explore the optimal way for disadvantages adjustment and fully advantage highlight. Besides, to solve the problem and deeply integrate the idea of marketing at last, through combining theory and practice, combining data and analysis, and combining inheritance and innovation.This paper says: with the inflection point in the real estate market and more and more standardized competition and intense market environment, enterprises should be more concerned about the changes in the market environment and personalized consumer demand to segment market s, even to create the new market. What' s more, enterprises need to form a virtuous interactive communication in the process of marketing and make full use of integrate all available marketing means to reach sales targets, so that the quality of products and enterprise are enhanced, and the consumer satisfaction is increased.