The Jurong Baohuashan Villa Projects Market Positioning And Planning Studies

The marketing position and plan of real estate is a new discipline about real estate marketing which origins from the violent market competition. The scope of real estate industry is wide-ranging and the types and grades are different. So this dissertation should not discuss vaguely and generally. Taking the Nanjing Jurong Baohuashan villa item as an example (Zijin No.7 villa item), this dissertation describes the marketing position and plan of real estate.There are six parts in this dissertation. Chapter 1 is introduction. Chapter 2 is analysis on environment. Chapter 3 is marketing position of Zijin No.7 villa item. Chapter 4 is marketing plan of Zijin No.7 villa item. Chapter 5 is integrating marketing communication of Zijin No.7 villa item. Chapter 6 is conclusion and perspective.This dissertation studies the strength, weakness, opportunities, and threat of Zijin No.7 by SWOT method. We find that it is evident in the strength and opportunities. And we can overcome the weakness and threat through effective marketing strategy.We select the professors, specialists, top managers and researchers as the priority target consumer in marketing position of Zijin No.7 villa item. The motive of these consumers is the high quality life and the convenience of working. The general marketing position and plan idea of Zijin No.7 is the display of selling places, sample villas, green, and enclosure. The target consumer will accept the character of Zijin No.7 through character image. At the same time, with experience marketing, we can recognize the consumer with new life style and interesting. We also can fix the target consumer by some promotion methods.The monumental work strategy is the general communication target of Zijin No.7 villa item. This strategy is both the landmark of villa item and the landmark of consumer life value. This dissertation designs five stages of marketing extend which are initial stage, beginning stage, strong selling stage, maintain stage, and end stage. The media strategies are different during these stages so that we can achieve the best practice of marketing communication.The marketing position and plan are the core sector in management of real estate. We have confirmed it with the case analysis. Since the marketing position and plan influence the performance of real estate corporate, we should regard them as the focal point in our work. Only when we achieve this extent, the whole work can be accomplished orderly and effectively.