A Study Of Marketing Strategy Of Canal Home Project In Dezhou

The real estate industry is the main industry in China. With the development of real estate market, the competition among enterprises has become more fierce. Under the impact of the global financial crisis, China's real estate market has suffered from an unexpected challenge. In order to stand in the limited market, the study of the real estate becomes more and more important, especially for the feasibility and scientific of marketing strategy. It is a direct impact on the success or failure of business.The success of real estate projects relys on the advantages of companies and products, the formulation and implementation of the right marketing strategy. Effective marketing strategy will not only help sales, but also enhance the market competitiveness of enterprises. This article attempts to study the marketing planning system of Canal Home project of Dexing Construction Group Co., Ltd. in Dezhou, Shandong Province. It can help the project stand out in the increasingly competitive real estate market.This paper based on the Marketing, Management .It collected real estate market conditions and people's need for market research and analysed the marketing environment of the project from the macro and micro level. On this basis, I used SWOT model to analyse the advantages and disadvantages of the project and the opportunities and challenges in the external market. Then we conclude the canal project marketing strategy basing on the segmentation, positioning and the 4P theory. In order to guarantee the implementation of marketing strategy, this article make details about the implementation and control of the marketing strategy. It is very important to help company to establish competitive position.This article hopes to sum up a scientific system of real estate marketing strategy, while increase the quality of real estate developer in second-tier citiesand develop the operation of the project. I expect that the results of research in this article can benefit for Dexing Construction Group Co., Ltd. and other similar enterprises.