The Analysis Of The Marketing Strategy About Shuian Building In The Leshan City

The real estate industry is the fundamental industry of the national economy. Recently, the real estate industry in Leshan has enjoyed swift development and various buildings have been built. As a result, the competition of the real estate industry becomes more and more fierce. The promotion strategies based on the product are doomed to fail in current market competition. Therefore, how to sell the houses and how to enjoy development in the market competition of the real estate industry should be considered serious for the developers.This paper mainly discusses the strategies on how to sell the unmarketable buildings.It has been over 4 years since the opening quotation of Shui'an Building in the old urban area of Leshan, but it has made poor sales achievement with some rear cubicles. By analyzing the phenomenon to find out the reasons why the houses are unmarketable, this paper points out and adjust the problems in the marketing and finally puts forward the marketing strategies appropriate for this building.Base on the marketing theories, the theories on real estate marketing and property management marketing, this paper finds out the marketing strategy for this project by integrating into the marketing strategies the traditional 4P strategies(Products, Prices, Place and Promotion) and new 4C(Cost,Customer Wants and Needs,Convenience, Communication)) and 4R(Relevance,Reaction,Relationship, Reward) and4V(Variation,Versatility,Value, Vibration)theories. The documentation study methods, on-the-spot investigation method, the questionnaire method and other methods are adopted in the study. The research studies the macro and micro environment of this building, analyzes the chances and challenges brought in by the macro-environment, the advantages and disadvantages of the building itself and the rivals possible. Such problems in the marketing as the poor market orientation, the poor price orientation and the poor customer orientation and the demerits in some design and property management are found in the research and analysis. Then this paper puts forward a series of measures to improve the marketing and some relevant strategies for promotion and after marketing.