Research On Marketing Strategy Of Noble Family Villa Of Datongshijie Real Estate Corp

In2009, the urbanization rate of China had reached46.6%and entered into anaccelerating period of urbanization, meanwhile the expansion of city size hadprovided a fertile soil for the growth of Chinese real estate. The change about thepopulation structure of China and income thrust into the real estate market, especiallythe housing demand among the growing number of young people and investmentdemand for high-income groups also continue to release the rigid demand. All thesefactors contributed to the growth of real estate, but they also began to accumulatereal-estate bubble. With the number of enterprises entering this industry increased andcompetition intensified, the marking of real estate had been gradually paid attention to.Especially in the post-crisis era, it is very important to standardize the job and make amarket plan in real estate. Based on the analysis about Chinese macro-economy anddevelopment tendency of real estate, comparing development of economy and currentdevelopmental situation of real estate market in Xiangtan city, this thesis proposes itis necessary to develop normative and scientific marketing in the current financialcrisis.This thesis firstly applies modern marketing theory and method to make acomprehensive and systematic study on the marketing strategy of DatongshijieCompany. And then it mainly focuses on the project of Jingxiushijia, which proposedby Xiangtan Datongshijie industrial incorporated company, and makes a keyinvestigation on how to effectively use pertinence marketing strategies in the processof Datongshijie Company develop Jingxiushijia, such as interactive customerinterviews, orientation and so on.Firstly, the thesis analyzes the marketing environment of Jingxiushijia, includingmacroscopic environmental analysis, investigation and analysis on consumer market,and SWOT analysis. Secondly, positioning the Jingxiushijia project scientificallyaccording to analyses, namely, building the composite comfortable model villa withthe mainstream products of “garden houses+Diepin style villa”. It is need to makegreat effort to expand the market of villa and clusters of ordinary commercial housing,and provide a different choice to Xiangtan’s consumers, so as to make consumers canenjoy the villa life economically. On the basis of scientific market positioning, it ismade the reasonable combination of marketing strategy, including product strategy, price strategy, channel strategy and promotion strategy. In the product strategy,Jingxiushijai project launches the project product combination of “independent villa+Semi-detached house+platoon villa+Diepin style villa+innovative garden house”. Inprice strategies, Jingxiushijia project takes the price strategy of Dikaigaozou, and theprogram from group buying to entering market. Finally, in the market marketingstrategy implementation process, emphasizing enterprises’ safeguard measures onorganizational culture, human resources and financial resources, and insuring thesuccess of project development. Meanwhile, the thesis summarizes the preciousexperience of Datong Company in the process of marketing management, whichprovides reference to projects of real estate enterprises, and enriches the marketingstrategy theory of real estate.