FCD Company "J.J" Project Marketing Planning Study

The housing system reform and opening up, especially since the monetization, real estate and real estate market development, in order to promote China’s economic development, improving people’s living conditions has played a positive role. Real estate industry is one of the back supporting industries of China’s national economy, and attracts most of the attention either in economic field or political field. And it will also be easily affected by policies and economical periods,i.e,during the prosperous period, developers may make large profits while in the depressed period, many will go bankrupt or shift to other fields. China’s real estate agent industries are facing an unprecedented challenge to the survival and development. To meet the challenges facing it is need to examine the current status of the industry to identify problems and find solutions. This will not only enable company to survive in the financial crisis, but also make the industry to be upgrading and development by model innovation. In this way, the real estate agents industry will become more independent and more innovative, and become an indispensable partner with the real estate developer, rather than before the formation of employment relationship that the simple and pure sales agent relationship.This paper FCD company and "J.J" project as the main research object, product marketing theory into the real estate industry marketing practice.In an objective analysis of the current situation and trend of the real estate industry development, on the basis of FCD company to face the competition environment and internal and external marketing environment, combined with the real estate industry face the macro environment of and microcosmic environment, summarize the FCD company in"J.J" project problems. At the same time, using SWOT strategy analysis model, after the confidence of FCD company opportunities, threats, advantage and disadvantage after, got the corresponding strategy. Market marketing must be based on the basis of customer segmentation, and, according to the idea of the Boston matrix analysis and articles to set the corresponding marketing strategy. Finally, this paper summarizes the corresponding policy measures implementation suggestion:according to the FCD company in market characteristics and their own strength, and summarizes the implementation of the specific differential marketing strategy.This article through the analysis and study of FCD company in the marketing environment, further clarified real estate agent industry enterprise target market, and puts forward the corresponding marketing mix strategy and policy implementation suggestion, has some of the reality and operation, so as to present a branch of FCD company reference. At the same time, the other real estate agent industry has realized the future development of significance of reference.