Research On Marketing System Of Honghua Xintiandi Project Based On 4R Marketing Theory

In consideration of sales difficulties of real estate develop under increasingly competitive environment,this paper mainly discussed marketing strategies through relevant references, case analysis and comparative study. It formulated systematically the relationship between property developers and customers by introducing "The Marketing Theory of 4R" which is conducive to marketing planning and sales promotion.In light of a typical Real Estate case "Honghua Xintiandi" in Guiyang city, the paper investigated causes of lower rates of local market returns when applying "4P" or "4C" marketing theory universally adopted in realty industry. A new marketing mechanism based on "4R" improves sales performance, enhance interactions among sections, affiliates then raise both developers’ overall profits and customers’. It strengthens Brand asset also customer Equity. Last but not least, it boosts government revenue,employment and regional economic development.The study of marketing strategies derived from "4R" is in essence a study of enterprise competitiveness.In a fierce market, it is competitiveness that helps booming in realty industry along with enterprises.