The Study Of Ruihai Gardens Real Estate Project Marketing Strategy

The real estate is one of the final product of the real estate development, as a realestate, both with the properties of general merchandise, but also has its own unique.As China’s real estate market matures, according to the characteristics of the projectimplementation of targeted real estate marketing strategy has become to avoidhomogeneous competition, establish the developer’s own brand, and seek to maximizeprofits is an important means of competition.After a national real estate control policy in2011, China real estate marketsuffered a severe pressure of the national macro-control policies, regulation relaxationwithin the foreseeable future; Qingdao as the implementation of the restriction to limitthe loan policy of the city, the real estate market is facing a severe test: the purchaseof the implementation of policies, will occupy a large number of investors shut out ofthe residential market share; credit limit policy, the cost of buyers to buy two suites,inhibit the enthusiasm of buyers to buy two suites. Caused a sharp decline in the realestate market turnover,the potential buyers don’t need to give an order in hurry.looking forward to falling house prices is expected to strongly, so that the whole realestate market encountered unprecedented pressure.The Ruihai Garden project is located in Jiaozhou Bay, east of the west side ofBay Road, Central, Qingdao Sifang District, a newly developed land supportingimmature, surrounding the project grade, positioned low, the impact of sea scenicadvantages of this project and tap. The project opened for sale in this tough marketenvironment, to achieve better sales results, must be adequate market research basedon scientific analysis of the macro environment, industry environment, the project toits own conditions, target market segments clear target market, and thus theimplementation of market positioning, market positioning development, integration4P,4C,4R theory to develop and implement the project marketing mix strategies,highlighting features and gain competitive advantage.The study for the city to vote Ruihai Garden project marketing ideas, contributeto the project opened for sale and to achieve better performance. At the same time,combining theory and practice for real estate project marketing case.