Shenzhen Mountain Water Real Estate Project Marketing Planning Research

With the rapid development of real estate industry, the real estatemarket has become increasingly fierce, real estate marketing plan hasbecome increasingly important. Only developers do market researchin-depth and a scientific and rational marketing plan, they could beinvincible in the face of fierce competition in the real estate market. Insuch an the real estate market which began early and was fairly matureenvironment in Shenzhen, real estate projects can success by the onlyeffective marketing plan facing the fierce market competition.The Shanshuiyuang real estate project is a medium grade real estateprojects which locate in Bantian Pianqu, Long Gang, Shenzhen. Thispaper use STP(segmentation, targeting, positioning) and "4C" theory,then it analysis this project macroscopic market environment, the regionmarket environment and the competition condition, thus it has the clearunderstanding to the project superior inferiority and the opportunity andthe threat. According to differently variable of the consumer communitywhich is from consumer's age, the occupation, the partiality and the useand so on, it carry on the market segmentation and choose the goalmarket. After carding on the analysis to the goal market in thefoundation from the customer positioning, image positioning and productpositioning to establish this project the market segmentation, then according to the front market analysis and the positioning, it hasformulated this project market marketing strategy which is separatelyfrom the product strategy, the price strategy and promoted strategy whichcarry on the detailed elaboration to this project marketing strategy, thisarticle also carries on the brief analysis from the finance to the projectfeasibility, the project is feasibility.This article conducts the research which include the marketanalysis, the goal market localization and the marketing strategyformulation, on the one hand it may summarize some experienceswhich will provide the instruction for the later real estate projectmarketing activity, on the other hand it also hoped that will be able toprovide some models or the inspiration for the colleague enterprise'smarketing supervisory work which will provide some beneficial help forthe next real estate marketing.