Researches On Marketing Strategy Of Project Xiangfuhuacheng Of Xinyuan Investment Group Corporation

As Chinese economic development, the real estate market gradually standardised, hence, the competition between the real estate companies becomes intense and fierce. At this moment, the importance of real estate market research turns to be more apparent. Xiangfu Huacheng project is a high-level residential projects which is belong to the XinYuan investment limited company. Only by the advantage of company and products, establish and implement the right market strategy, the project can be standed out in such increasingly intense and homogenous market.In view of the consumer’s reality and potentials, this paper has carried out market investigation and regulation which from the macro, meso and micro levels of the marketing environment facing the project. On this basis, by use of SWOT analysis matrix analyzed the strengths and weaknesses of the products and marketing condition, as well as the chance and opportunities given by the external market. According to the framework of the4P4C theories, we bring forward the differentiated marketing strategy of the project idea, and eventually established a differentiated marketing strategy to implement the steps and practices. Through the marketing integrated theories, we commenced the conclusion and research for the product strategy, pricing strategy, sales channel strategy and marketing strategy and brand building strategies of the Xiangfu Huacheng project, and put marketing strategy into practice successfully.In order to ensure the implementation of marketing strategies, this article put forward the theories of marketing control and specific standards for the marketing rhythm, progress, price and initiatives. Marketing control is an important component of marketing strategy, which enables enterprises to more proactively respond to market changes, to help companies build competitive advantages. Finally, due to the results of the implementation of marketing strategy, this paper has analyzed and evaluated the effects objectively to help companies improve their marketing planning and implementation levels.The results show that establish the marketing strategies scientifically is help to promote sales and enhance their market competitiveness.