Dingwangjingdu Real Estate Projects Marketing Planning Research

The real estate industry has become one of the most important pillar industry ofthe national economy in our country. With the development of national economy, theamount of investment on real estate increase fast, there was a great relationship withthe real estate marketing planning. However, China’s real estate marketing plan is notyet mature at an early stage, on the one hand, developers do not focus on marketingplanning, which makes a lot of just a mere formality; the other hand, some so-calledmasters of the marketing plan does not understand the real marketing plan, marketingplan is to import the wrong road. This led to a certain extent, the total vacant housingstraight up,"on schedule project " and other phenomena occur from time to time, to thehealthy development of real estate brought a lot of hidden dangers and obstacles.According to the backround above, based on the related literature and theory ofreviewing, this paper relyed on the project of the DingWangJingDu real estate, wecarried out a detailed analysis of marketing environment, market segmentation, targetmarket, market positioning, marketing mix strategy of this project and theimplementation and safeguard measures of this project, and we hope it can provide areference to China’s real estate marketing plan. First, through depth interviews andfield research, we analyzed the marketing environment for DingWangJingDu realestate projects, and tried our best to fully exploit the advantages of the project. Then,based on this, through market segmentation, assessment of market segments todetermine the target market for DingWangJingDu real estate projects. And in order tosuccessfully explore the market, this study described DingWangJingDu real estateprojects of the marketing mix strategy in detail. Finally, in order to promoteDingWangJingDu real estate projects complete in accordance with the expectation, inthis study, the implementation of security measures were also provided.This study shows that, the target market of DingWangJingDu real estate projectswere divided into three part, including office buildings, upscale family homes andcommercial buildings skirt; the project should adopt the "4P" marketing mix strategy;and developers should establish a correct concept of the brand, using the right productpackaging strategy...