The Liuzhou HH Estate Company Huateng New World Project Marketing Strategy

Along with the change of the national property market regulation and control policy continuously issued revised and real estate enterprise market environment constantly, real estate enterprises within the region competition is gradually expanding, increasingly fierce. Consumer demand is also increasingly showing the characteristics of diversification, personalized. To catch consumers the pace of change, the real estate enterprises must remain extremely vigilant state, in the aspect of business strategy, marketing strategy, management has to be changed from time to time, standing in the economic development of the front end.In this paper, based on the theory of real estate marketing, combined with the actual situation of Huateng new world project, to formulate a set of suitable for enterprise characteristic the project marketing strategy. Firstly, this paper studies on the real estate marketing related theory, summarizes the different views on the real estate marketing different researchers in different periods, which lays the theoretical foundation for the follow-up research. Secondly, starting from the general situation of the project, according to the analysis of the project faces such as the national property market regulation and control policy, the development of Liuzhou city planning, the macro environment and regional competitors micro environment, and then draw the main points of SWOT in the project, to provide factual basis for the next step of the project positioning in the market; on the basis of implementation steps of project market positioning the, the real estate market survey, from the real estate market segmentation, target market selection analysis of real estate, the real estate market positioning four steps to find the answer for the project operation, which is the key of real estate marketing success. Thirdly, based on the project on the market position, through the combination of different marketing strategies to reach the final goal. In this paper the4Ps marketing strategy combination strategy is the core, through the product strategy, price strategy, channel strategy and promotion strategy in the actual project application, with a view to real estate developers to expand the market, seize the customer demand to provide reference. Finally, the marketing strategy around the proposed the implementation of security, including the company marketing idea promotion, training excellent sales stafff, promote the enterprise brand construction and the corresponding incentive system, to promote real estate enterprises to improve the management level, enhance the competitiveness of real estate enterprises, plays a positive role.