| In recent years, housing price is on the rise all the time, particularly in Beijing, Shanghai, Guangzhou and Shenzhen. The price growing trend is so tremendous that rarely been appeared during the past few decades. Housing is necessary for a family, and the real estate industry is a capital intensive industry. Therefore, real estate is very sensitive for each family. In addition, real estate developers in China are lacking of self-owned capital. For China’s real estate development, the developer has only30%self-owned capital, other funds come from bank loans. Due to low capital input, the funding pressure for developer is small, they have enough patience to drive up prices to get extra income. Not only the developer’s funds rely heavily on financial institutions, individual housing mortgage loans also rely heavily on bank.With the increasingly competitive in real estate market, and the real estate restriction policies launch, the real estate industry is facing a new round of reshuffle. Its core marketing business mode is not only staying on the surface, but requiring promoting a deeper, more powerful marketing mode.This paper studies the project names Banshan Rd No.1, which is the first project of Sun Century Property Group Ltd. The project is located in Shenzhen City, at the junction of Luohu District, Qingshui River and Longgang District of Buji, north of Luohu, Qing Ping high-speed close to Feng Yi mountain tunnel. There are521properties.Products include high-rise residential, single-family villas, row villas, commercial, as concentrated. Due to all the properties are more than90square meters, which is offensive to7090policy as well as the property purchase limitation. The above strict control policies will definitely increase the Banshan Rd No.1project sales’difficulty.How to cater for the ever changing market in the increasingly transform environment, the marketing strategy, formulation and implementation is of high importance. The correct marketing strategy will help the company get out of the confusion, to achieve the desired objectives. Sun Century as a newly Chinese mainland founded real estate enterprises, which has no real estate marketing experience. In spite of this, base on company’s strong economic background and pioneering spirit, we are to create a boutique project.Through PEST analysis method, SWOT analysis method,4P marketing strategy, and business management analysis, the project eventually form the initial promotion mode, promotion plan and promotion expenses.The key point of this paper:1. the project is a high-end product;2. emphasis on project’s scarcity and characteristics, which was built at an altitude of80meters high mountain, cater to the Hongkong people and the old Luohu residents’needs, at least one third customers from above area. Finally, the project divided into two phase, the first phase is the pre-sale stage, in this stage the price is relatively low, in order to realize funds withdraw; the second phase is current floor aales, the price is relatively high in order to make the super profits.Therefore, the purpose of the article is to reach and summarize Sun Century’s marketing pattern systematically and theoretically. It is not only a summary of Sun Century’s marketing pattern; bus also an advantage instruction for the enterprise in its national work. So the article has very strong practical significance. |
