Research On Marketing Strategy Of Dongping ZDHY Real Estate Project

Recent years, because of development of the real estate, the related industry of the real estate grows quickly as an engine of development of our economy. High degree of correlation between the real estate and the related industry can directly impact on the development of the national economy.Chinese real estate market in2009developed very quickly. Its price and total sales all over the country, especially in major cities, were a record high in history. Therefore, the efforts made by the macro control policy continue to enforce. The policy of National11, promulgated by the state on January7th,2010, was employed for preventing the prices rising too fast, and increased regulation of the real estate market. On January26,2011, the state launched National eight, including strict formulation, housing restriction policy and down payment of two sets at least60%.This series of regulation and restriction achieved significant results in curbing speculation and investment demand. Prices have become more flexible and market sentiment spread quickly. The real estate of many cities in China has entered into the winter. A project-ZDHY was selected as a sample to explore how to develop the real estate marketing strategy to deal with the real estate macroeconomic regulation.On the basis of general situation and statue analysis, this paper, making use of marketing theories, research the environment, competitors, consumers and internal condition and SWOT analysis of ZDHY.On the basis of segmentation, determination and positioning of the target market, it develops the project’s marketing strategy of products, prices, places, promotion and relationship. Also it is necessary to establish "customer-oriented" concept, a "high-performance, high execution" organization and "customers, employees, company" three-win human resources marketing.This study follows the principle of learning, research and studies, apply literature studies, comparative studies, quantitative research method and case studies. With field research and questionnaire survey, this paper analyzes the macro environment of real estates and micro environment of Dongping, proposes the market strategies SWOT tools, which provide advices to the ongoing of it for managers.