| The major body of marketing is concluded into three parts in rough: environment and market analysis, marketing activity and the study of marketing decision, marketing organization and the study of marketing control as well.The core idea of marketing is marketing activity and marketing decision, which is often mentioned as 4Ps in marketing, that is, product strategy, channel strategy, pricing strategy and promotion strategy. The concept of marketing mix is therefore put forward based on the study of 4Ps, in which it is emphasized that the corporation shall comprehensively and systematically utilize all kinds of controllable marketing ways, and meanwhile produce and select the best program of marketing mix relevant to the environment of marketing so as to achieve the corporation objectivity anticipated.The corporation marketing activity surely is done through a certain of operation concept. It is as commonly known, the concept of production, product, promotion, marketing and social marketing is five typical operation ideas of corporation. The real estate shares so many characteristics such as position fixed, un-removable, durable and also it is easy to be affected by policies. It is shown in a combination of capital and consumption, and dependant upon the professional management and sometimes affected interactively.After introduction to those three housing garden areas in this paper, it turns to study the positioning of sales objectivity, product, price, etc., consequently, it will respectively study the marketing mix of those three housing garden areas by the theory of 4Ps based on comparative analysis. In the context, it draws conclusion as follows:(1) it is the key method for the corporation to upgrade its operation idea so as to match the fast running market. The operation idea of Suntime Real Estate Corporation is developed from product idea to marketing idea and further to social marketing idea. It goes up based on the development of market.The housing developer, in the market of buyer orientation, must finds its position of building and finds out the objective consumer group in the market, and meanwhile, put right marketing strategy into practice. It is proved, after(2) analysis of the success of three housing garden areas developed by Suntime Real Estate Corporation, that the corporation shall find and develop available demand in depth, find out the objective consumer in developing project, and make out appropriate marketing strategy.(3) There is a demand unsatisfied in any market. It is appeared that there was a marketing opportunity if such demand could make a market established. When the marketing opportunity matches with the condition of task, objectivity and resource of the corporation, the corporation may select the marketing opportunity superior to its competitors.(4) The idea of human orientation lives throughout the course of the marketing. The marketing is consumer oriented, not only started from consumer, but also ended by the consumer. Therefore in the marketing planning, it shall be consumer oriented, and in accordance with available demand, control the production based on sales. The post sale service has to be improved after the demand is satisfied, and turn estate management into estate service.In parallel to the analysis, it will make a further discussion about the non-separation of production and sales, the defect of promotion due to database for consumer not established and the conflict between position for development and the overall consumption. The market of real estate is a regional market. It only makes qualitative analysis, other than quantitative analysis, in the market segmentation and selection of objective consumer group of Suntime corporation because of the time limited and the short of essential data in Urumqi. Therefore, it becomes one defect in this paper. On the other hand, it only makes a discussion in theory about some problems occurred in the development of housing of Suntime Real Estate Corporation, but not specify the way to re... |
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