Study On The Marketing Strategy Of Poinsettia City Project

China's real estate industry rose in the 80's of 20th century and the basic ways of obtaining houses was welfare housing allocation. Since 1998, the nation began to implement the policy of housing monetization, and then the concept of commerce housing appeared. From then on, real estate industry became market-oriented gradually and strongly. From that time, real estate industry linking rails to the markets and thus under the promotion of proactive fiscal policy and monetary policy caused the rapid growth in fixed asset investment during the recent years, and ratio of the real estate investment to GDP increased year by year. At the same time, with the help of the nation actively promotes the development of the industry, real estate industry also leads to the rapid development of more than 100 related upstream and downstream industries.Along with the increasing incomes of urban residents, the demand of housing is growing which gives a huge impetus on the real estate industry in the recent ten years. The market continues to grow; meanwhile the competition between enterprises of the real estate industry is added too fiercely. In the process of the heated market competition, it is necessary to find a new kind of marketing mode to stand out. With the diversity using of the projects, a variety of marketing theory has been applied to the real estate industry. With the great stress placed on the marketing theory, it's in a state of being flourished contended.In the process of planning Poinsettia City's project marketing strategy, we use marketing theory to make the "Poinsettia City" project's position as: Urban core of elite positions. The target customers for this project are the elite crowd who has an insight into the value of urban development trend. And we plan the competitive strategy of differentiation accordingly. The strategy includes project product differentiation, service of brand differentiation and marketing channels differentiation. Then we design a combination of the integrated marketing strategy, which includes specific product strategy,pricing strategy, channel strategy and marketing strategy. The aim of these actions is to set image setting, brand promotion as an orientation, product shape as a specific goal, and make it a most influential real estate business card of Chaoyang District. We will strive to make it the benchmark of the urban elite on Hongqi Street, the representative of the classic development of Changchun city development process, and makes the poinsettia project be widely recognized in Changchun's public reputation and its real estate.This paper concludes that the key to the projects in operation is the right strategic choice; the fundamental to the success of marketing is the accurate market positioning; the specific guarantee is the combination of marketing.