The Study On A High-grade Residential Project Marketing Strategy Of HS Real Estate Company

In the recent ten years, the real estate market has changed from seller’s market into a buyer’s market, and the competition is becoming increasingly fierce, the level of consumer demand for housing is gradually obvious. The developers are concerned, facing the huge market risk, and developed to meet the market demand in the market need for systematic marketing strategy. In this paper, a high-grade residential Hengsheng Real Estate Company this project as the research object, research in many dimensions of its marketing strategy.本文通过对房地产市场现状的分析,对高档住宅项目理解,消费者行为的的理论及市场营销营销理论的概括,以此作为研究的理论基础,针对现在房地产市场营销工作存在的问题,通过对高档住宅消费者的行为分析,利用STP战略,对市场细分、目标市场选择、市场定位的定位战略及营销组合战略对塞纳河谷这一高端住宅项目的营销策略研究。目标是(1)为高档住宅项目的市场营销提供较为系统完善的营销体系,为同行业开发新的营销思路作为参考。(2)为二三线城市的高档住宅项目定位提供有利依据。In this paper, through the analysis of the status of the real estate market, understanding of high-grade residential projects, the consumer behavior theory and marketing marketing theory, as a theoretical basis for research, in view of the existing now work in the real estate marketing problems, the high-grade residential consumer behavior analysis, using the STP strategy, market segmentation, the the selection of target market, market positioning strategy and marketing combination strategy of the Senna Valley this high-end residential project marketing strategy research. The target is (1) perfect marketing system is for high-grade residential project marketing, for the same industry in the development of new marketing ideas as a reference.(2) provide favorable basis for the two or three line of the city of high-grade residential projects positioning.本文根据恒盛房地产公司所在的某高档住宅项目的行业特点,归纳总结出适合小城市的高档住宅的营销战略和策略,帮助类似恒盛房地产公司的民营企业,充分发挥自己的地理、人文优势的同时,增强自己的竞争力,是在新的环境下得到更大的发展。也为高档住宅项目的市场营销提供较为系统完善的营销体系,为同行业开发新的营销思路作为参考。According to a high-grade residential project HSReal Estate Company’s industry characteristics, summarized the high-grade residential marketing strategy and tactics suitable for small city, help similar Hengsheng Real Estate Company of private enterprises, give full play to their geographical, cultural advantages at the same time, enhance the competitiveness of their own, is to get greater development in the new environment under the. Also provides the perfect marketing system is a system for high-grade residential project marketing, for the same industry in the development of new marketing ideas as a reference.