The Marketing Planning Scheme Of JH Real Estate Company WL Project

China’s real estate is marketized from1998. In2003, the state council explicitlytake the real estate industry as the pillar industry of national economy, and under thecircumstances, China’s real estate market has been from infancy to maturity. Realestate marketing has been in continuously development, from initially rely onadvertising marketing to product marketing until the whole process marketing. Withthe maturity of the real estate industry, the competition between real estate enterprisesbecomes from disordered to more and more normative and fierce, and the outwardsign of the competition is mainly manifested in the aspect of real estate marketing.Fierce market competition and the increase of macroeconomic regulation and controlefforts, such environment puts forward a new proposition to the real estate marketmarketing. How to make a quick response in face of rapidly changing market and how to satisfy consumers’ diversified needs is the center of the real estate marketingpersonnel and planning personnel to think. China’s economy has gone into the era ofmedium speed from2012, real estate regulation and control efforts is the same asbefore, and steady character overhead. What’s more, the market capacity is smallwith large supply and slow sales speed. JH company WL project facing this marketenvironment, how to make a wise choice about marketing strategy choice is worthstudying. Based on the JH company WL marketing practice, the study systematicallyexpounded marketing strategy of WL project.Based on the present situation of real estate market development in the city WLproject belonging to, the study analyses the JH company WL project internal andexternal environment. Internal is in the perspective of human resources and financialconditions, and external is to local policies, population and economic, using theSWOT method to analyze the WL project competition, comparing with othercompetitors and through analysis to found the problems existing in the project.On thisbasis, using the STP theory to market segmentation, according to the project locationand customer needs to determine the target customer group and to make the marketing strategy of WL project. Clearly put this project into suitable for WenLingcity the local rich’s demand of luxury, noble, top luxury representative status symbol.Finally, using the theory of marketing mix4p and4c in WL project at JH company,the product strategy, price strategy, channel strategy and promotion strategy and so onare analyzed and studied. Business marketing strategy is indispensable to the effectiveimplementation of enterprise internal resources to support, therefore, this article isalso from the fund collection and use, human resources, material resources andcooperate with other departments to think how to ensure the effective implementationof the enterprise marketing strategy.