A Case Study On Marketing Strategy For JD Project Hosted By HB Real Estate Development Co.Ltd.

As one of the traditional pillar industry of the national economy, the long-term steady development of China real estate contributes to long-term steady growth of China’s economy. In the fiercely competitive and changeable real estate market, traditional marketing models can not meet the new needs and deal with the new challenge, soliciting new marketing theories and methodologies.This study aims to develop the marketing strategy for JD project hosted by HB Group, Wuhan Real Estate Development Co., Ltd., considering the new policy of homebuying restriction and property loan limitation. Theories and methodologies on marketing and strategy management are relied on as solid ground for this case study.4Ps and STP are two methodologies employed. Firstly, marketing strategy and real estate-related theories such as STP, are introduced as a solid theoretical foundation for further research; then, the backgrounds of HB Wuhan Real Estate Company and ID project are presented. With the use of PEST analysis, the core competitiveness of enterprises, regional market and industry competitor analysis, SWOT analysis and other analysis tools, the strengths and weaknesses, the opportunities and threats in-depth of the enterprise are depicted., Further, regional market targeting and segmentation of targeted customers are put forward to develop strategies according to the correlation analysis on conclusions and Implications for proposed strategic decision-making solutions Finally, a marketing mix based on4Ps theory and four innovative marketing strategies based on4C theory are established. Implications on management philosophy, technical concept as well as business model may be of interests for other companies in the real estate industry.