Mianyang Fr Residential Community Project Marketing Plan Analysis

FR residential community project is the first large residential project developed by XY Estate Development Company in Mian yang. The project developer hopes to make up for the lack of experience and the lack of prediction acumen of future policies through the success of planning and completing the sales target, and to increase the awareness and popularity of the project itself and the project developer's visibility in Mian yang market. As the state strengthens to control and regulate the estate business from the land, the capital and other aspects of the real estate industry, to adjust and optimize the structure of the real estate market , it undoubtedly portends for small and medium-sized real estate enterprises to reshuffle. How to seek survival in the competition, how to satisfy the discerning eyes of consumers, how to develop a school of one's own in so many residential buildings, how to make a project planning programmed more operable, and how to convey the real estate developer's development idea to the consumers through the residential project ,are the problems we are making efforts to solve.This paper is divided into six parts: the first part briefly introduces the background of the project, including project block attributes, the surrounding environment, developers, the main problems facing developers; raises the problems to be resolved in this project; and describes the existing conditions of a real estate marketing plan Research and analysis,and the train of thought of the study on the project and the content of the project study; the second part is the analysis of th e project market, mainly including the macro marketplace background, micro-market environment, and typical competitive real estate, as well as SWOT analysis; the third part is on the market positioning of the project, including project function positioning , grades positioning, customer positioning,family positioning and image positioning , aimed at real estate developers getting a stable market for housing, training products from the various characteristics,build up a good image in the market, so as to form in the minds of customers special preference; the fourth part deals with the project marketing strategy. This part is illustrated mainly from the following three aspects:pricing strategy, project sales promotion strategy, sales personnel management.