"Golden Oasis Garden" Real Estate Project Marketing Program Design

Real estate already becomes the pillar industry of the national economy with the rapid development of economy and the constant improvement of the housing system. But the competition among real estate market is especially fierce at the same time. In order to survive and develop better in today’s competitive environment, real estate enterprise must make detail and precision plan of its project.This article study the project by the method that qualitative analysis is associated with quantitative and theory analysis is associated with practice. First of all, the paper study the living concept and development tendency of real estate in Zhanjiang, then the paper analyse the project’s internal and external environment on the basis of the related marketing theory, and analyses the opportunity and threat of the project, analyse the company’s strength and weakness. Secondly, the paper makes the position of the project, which is a residential with high quality and high ecology. Thirdly, the article work out the project’s marketing mix strategy, which includes product tactics, price tactics, channel tactics and sales promotion tactics, linking with project and enterprise self s characteristic. In the end, the paper make a comprehensive evaluation of the entire marketing planning and propose some preventive measures against the possible risks. The finding of the article has certain practical or immediate significance to the Guang Dong JIN Di Construction Group Co.,Ltd and the similar real estate enterprise.