Jmc Jingtai Garden "project Marketing Strategy

The Jingtai Garden Real Estate Project is a midst & high-leveled resident Project to be developed by Jiangxi Jiangling Real Estate Corp. LTD., a corporation subordinate to Jiangling Motor Group Co., under the circumstances of fierce competition, diversified demand tendency and changeability of Nanchang real estate markets, research on the marketing tactics of the project is of great realistic sense.Backed on this situation, the article employs modern marketing theories and methods, both quantitative and qualitative, to focus on the marketing tactics of the project. Firstly, on basis of quantities of realistic observations, the article analyses the market houses are in short supply and customers have strong abilities of payments, which are the two principal market chances. However, the fierce competition and shortage of mature retail traders forms environmental threats. The enterprise owns the prominent competitive advantage of rich kennel abilities, but the greatest disadvantages it faces is incomplete environmental surroundings. Secondly, the article selects the target markets and performs market setting. The main target customers are set on civil servants, teachers, private enterprise owners and fashionable youths. Three-room-two-hall houses are dominated in boarded and dotted high-rise buildings. The whole residency is projected with the theme of the small bridges, flowing water and households, trying to form the culture of springs and bridges. Strong competitive advantages are created by internal intelligent facilities, perfect setting facilities and products with new trends. Finally, the article determines combination marketing tactics. As to the product tactics, this article supposes the penetrating tactics of low price and discount, satisfying diversified demands with different pricing. As to the channel tactics, this article supposes the first phase of the project be directly sold to the staff, the second Phase of the project adopt retail traders selling, and net sales in appropriate chance. As to the promotion tactics, this article emphasizes newspaper advertising, and the selling skills and sincere principle in personal selling.