Research On Planning And Market Development Strategies Of "Tianbao Gold Coast" Project

Tianjin Free Trade Zone which is located between the Economic and Technological Development Zone and Tanggu District is the core region of Binhai New Area, the regional economic and geographical advantages are obvious. Accelerating the development and opening of Tianjin Binhai New Area is a major strategic plan the CPC Central Committee and State Council made in the new century and new stage. Tianjin Economic and Technological Development Zone is a technologically advanced export-oriented industrial base, and has become China's most attractive investment area with the improving of investment environment daily and the rapid development of the economic strength.After more than 10 years of development, Tianjin real estate market is relatively mature and the competition is becoming increasingly fierce, how to survive in the market competition is the most important issue which every real estate developers have to face. To win the competition in the market, it is necessary to do scientific pre-planning and market development research, and only by doing this we can improve project management and reduce the risk of the operation of the project.First the article discusses the relational theoretical knowledge of pre-planning of real estate projects, analyses the market environment of"Tianbao Gold Coast"project, including the macroeconomic environment analysis, social environment analysis, industry environment analysis, policy environment analysis and regional environment analysis, on this basis, the paper carries out a SWOT analysis, and on the base of analysis of the project's strength, weakness, opportunity and threat, positioning analysis is conducted, including customer orientation and product positioning and price positioning, then the specific planning and design of " Tianbao Gold Coast "project are discussed, and financial evaluation and risk analysis are carried on. Finally, this paper puts forward the marketing strategy proposals of the project, including the overall marketing strategies, marketing channel strategies, brand strategies, pricing strategies and promotion strategies.