The Research On Marketing Strategy Of The Dongfang Jinxing Real Estate Company Around The Lake Habitat Project

For nearly10years, the very rapid development of China’s real estate industry has made a great contribution to promote the development of China’s economy to meet the the needs of the people. However, due to the pull of the demand for investment and speculative demand, coupled with some of the real estate business or operations artificially drive up real estate prices continue to rise, the prices of most cities is beyond the purchasing power of ordinary people. The real estate industry is a profit relatively high industry, even some irregulate company can obtain high profits. So, the real estate industry has experienced rapid growth, and usher in a tough real estate control policies, The growth rate of most of the city’s commercial housing prices began to reduce. In the first-tier and second-tier cities, real estate prices began to fall. Since the purchase control policy, the proportion of people to buy two sets of housing is down, some places restricts local citizens to buy three sets of housing, restricts foreigners to buy two sets of housing, purchasing power of people decline, inactive attitude is more and more obvious. Competition between the real estate business become intense, real estate marketing strategy, marketing methods of use is much more important than ever before. This article is to explore the Jinxing real estate company’s marketing strategy in such a context. DongFang jinXing Real Estate Development Co., Ltd. is a large real estate development company, has many years of experience in real estate development. The real estate under development called Lake Habitat. Around Lake Habitat projects reviewed the domestic and international real estate marketing Research, and it also give a review of the real estate marketing theory. On this basis, the paper start from the DongFang Jinxing’s internal and external environment, the consumer environment, competitive environment and policy environment, development of the of DongFang Jinxing Real Estate Development Co., Ltd., as well as the actual situation of the project, the existing marketing conditions. Based on4P and4C theories,the dissertation further developed a marketing strategy for the DongFang Jinxing real estate company around the lake Habitat project, and implementation of the marketing strategy safeguards.