Research Of The Marketing Strategy Of "Fu Xiang Ming Du" In Yuangyang County

Along with the development of Chinese economy and social progress, the developmentand growth of the estate industry in recent years becomes one of pillar industries of nationaleconomy and plays an irreplaceable role in the sustainable and stable development of thenational economy. With the introduction of the state system of the real estate industry, realestate industry has gradually become standardized and scientific, people for real estatepurchase also gradually rational. Thence, how to make an effective marketing strategy in ahighly competitive market environment is the main problem of this study.In the process of researching and writing, the paper comprehensive borrows relatedtheories from real estate project development, strategic management and marketing theories,and use methods that combined theory and practice, such as comparative analysis andmarketing research. Firstly, through the field research of " Fuxiang Mingdu" real estateprojects, this paper analyses the existing resources and capabilities of “Fuxiang Mingdu” realestate projects. And then, we research the real estate project marketing the externalenvironment by PEST analysis tool and use Porter’s five forces model for specific analysis ofthe competitive environment of the project. On this basis, we analyze the its own advantagesand disadvantages of the “Fuxiang Mingdu” real estate projects, study the opportunities andchallenges in the market, and explore the real estate project marketing strategy selection andpositioning and propose the ideas and objectives of the “Fuxiang Mingdu” real estate projectsmarket development and penetration of strategic positioning. Finally, we propose “FuxiangMingdu” real estate project marketing mix strategy and its implementation of strategicsafeguards. At the same time, we hope that by the “Fuxiang Mingdu” implementation andplanning of the project marketing strategy, we could provide a scientific and systematicoverall planning program for the real estate industry and other real estate developers.