A Case Analysis Of Marketing Management-the Item Of Real Estate Of XinYuan Wangjiang Garden Residence

China is a developing countries of the late-development disadvantages,and industrial carrying foundation is weak. So China needs a Pillar industry which can big range promoting economic development especially the economic of the backward area, and this industry is historic fall on the body of the real estate industry. Through 10 years of rapid development, as one of the fastest growing industries in our country,the real estate industry on stimulating and stabilizing economy is becoming more and more obvious.With the development of our national economy, the real estate market is Constantly standard,and the competition between the Real estate enterprises is becoming more fierce. Especially since the 2008 financial crisis sweeping the globe, China’s real estate market has gradually fell into a depression era under the macroeconomic regulation and control policy of the Chinese government.However, under the constantly promoting of the China’s urbanization process and the influence of the traditional concept of live and work,the development prospect of China’s real estate is optimistic.Face the broad prospect but brutal market conditions, the enterprise which want to pursue more economic benefit, must improve the market competitiveness to guard against the risk of may come.At this time, the real estate market marketing is becoming more important.Based on the field investigation and comprehensive analysis, this paper detailedly describes the marketing example of "xinyuan·wangjiang garden" project,which Located in Hefei Baohe district and invested by Anhui Xinyuan Real Estate Development Co., Ltd which wholly owned by xin yuan (China) Real Estate Development Co., Ltd.The author give a comprehensive display from the market environment, project itself properties and advantages and disadvantages of the project such as aspect, to the project’s market orientation, development and implementation, and marketing mix strategy. On the analysis of the project from both positive and negative aspects, using the related theory with "marketing management" and "strategic management" which learned from MBA lessons, the author sums up the the contributions and defects from the achievement of the enterprise objective through the marketing activity.The time which rely on land appreciation to earn windfall will be gone forever.The real estate industry will enter the time which rely on capital, products, professional ability to earn profit.This request higher standards to the real estate enterprise for their marketing work. Hope that through wangjiang garden case and its analysis process can provide some ideas and methods for marketing personnel of other real estate enterprise.More important is to be able to innovate based on the case and achieve sustainable developmentin in the increasingly high-end real estate market competition.