| By taking Tianjin Binhai Lvdu Garden real estate project as the research object, this paper mainly analyzes the application of marketing management concept to this case. With the rapid development of high-end residential properties, it attracts more attention and arouses hot debate of the market. Several high-end residential projects have entered the real estate market of Tianjin, thus the competition of high-end residential market has increasingly become fierce. Therefore, this paper studies the marketing strategies of Tianjin Binhai Lvdu Garden real estate project. On the basis of referring to the marketing theories and practice of Chinese enterprises, it can promote sustainable development of that project in the future and show a clearly evolving path for the development of Chinese real estate industry.By adopting the literature analysis and field research method, this paper illustrates Tianjin Binhai Lvdu Garden real estate project and its marketing status, and also emphasizes on analyzing the problems, including imperfect product system, nonstandard product pricing, quite single marketing channel, inadequate promotion and marketing guarantee to be improved. Currently, although Tianjin Binhai Lvdu Garden project has certain resources and advantages, due to the increasingly fierce competition of the real estate industry, the project has been confronted by certain dilemma in the aspect of marketing mode. The marketing management in the future needs to implement the differentiation strategy. From the market segmentation, determination of target market, market positioning, and also product, price, channel and promotion of Tianjin Binhai Lvdu Garden project in the marketing, it puts forward differentiated marketing combination strategies with competitiveness. On that basis, Tianjin Binhai Lvdu Garden project should also strengthen the construction of marketing organization, the financing guarantee, quality management of the construction, cost control management of the project, development management of clients, safe operation management of the project, marketing management adjustment and control, and also the safeguard measures, further to realize the good marketing efficiency of Tianjin Binhai Lvdu Garden project. |
