Peri-urban Residential Projects - Fengdu Rhine "marketing Strategy Research

Being still in the early stages, China's real estate industry experienced a comparatively short period of time to develop. The curtain is rising on the process in which, through competition, the efficient ones will prosper and the inefficient ones will be eliminated and resources will be integrated. At present, based on the significant profit of the trade, even a company without high-leveled management could profit a lot. Due to this temporary phenomenon, some real estate enterprises pay little attention to the marketing strategies. A blind optimistic feeling of"never worry about selling houses"is very popular. But, with it becoming highly competitive, the real estate industry will see a drastic change—step by step, supply and demand will be equilibrated, and the seller's market will be turned into the buyer's market.This article takes a project as example, which is called"Wind from the Rhine"at outskirt of Chengdu, and makes research and study on the marketing & sales of real estate projects in the suburbs. Chapter 1 introduces some related theories. Chapter 2 analyses the external environment of"Wind from the Rhine", including common conceptions, general situations and prospect of Chengdu real estate industry. Chapter 3 focuses on the marketing positioning of"Wind from the Rhine", including the analyses of its competitors, its potential client and its design positioning, and SWOT analyses as well. Chapter 4 turns to a series of marketing tactics and strategies of product, price and promotion of"Wind from the Rhine". Chapter 5 evaluates the marketing & sales of"Wind from the Rhine"along with its successes and problems, and offers some suggestions to the promotion and marketing of residential project in the suburbs.Based on each related factor discussed in the essay, this thesis puts forward the tactics and strategy of the marketing & sales of"Wind from the Rhine". I hope my research will have a great significance in accomplishing successful marketing & sales and drawing in the capital quickly. Meanwhile, this article is also to explore some problems about marketing & sales based on a practice of marketing & sales in a project. It is the intension of author to share some of his experiences with colleagues in the field of real estate.