Research On Housing Project Marketing Strategy Of ZH Company

Real estate is a special merchandise. Real estate marketing is not only an important branch in marketing industry, but a significant part as well. Real estate marketing is all-around marketing process which is to satisfy the current or potential property needs by the exchange in real estate market.This paper, started from the character of real estate product, combined some actualities and developing trends, using the strategies of market segmentation, market targeting and positioning, discusses roughly on a concrete real estate project's marketing strategy according to traditional four 'P' theory.The paper, firstly, proposes the challenge of the project's marketing according to the situation of the project and the developing trend of the property consumption in region. The first chapter of the body analysis the marketing environment of the project through the district economy, real estate policy, house providing in the region and living environment etc. to conclude the main opportunities and threatens and give an basic adjudgement to the market environment. The second chapter divides customers into various groups due to the difference of customers needs on the base of giving a specific market research on competitors, picking out and analyzing those market segments like income, age, occupation and education, family size, purchasing purpose and geography. It also evaluates the market size, potential and competition. The third chapter proposes an effective marketing mix strategy according to the consistent principle of macro-environment, micro-environment and company resources. Having considered all the advantages and disadvantages in competition, it picks out one or more segments which was going to enter. According to the needs of the targeting customer, it sets a special and well-known image in targeting customer's minds.