Marketing Strategy Eighteen Jianye City Project Market

China’s real estate after 20 years of development, has entered the era of a buyer’s market in general, presents the market supply and demand imbalance in terms of volume, area, structure pattern. Although since 14 years in the second half of the year, the real estate industry of rescue policy frequently, housing prices are also positive to stocks, the market turnover rebound, industry got a certain inventory digestion. But due to the stock market as a whole is on the high side and the decrease of the demographic dividend, slowing urbanization process and economic factors such as low, although in the case of loose monetary policy, market confidence will slow recovery, demand gradually released, inventory pressure or eased, but the outlook is not optimistic. That prompted the real estate enterprise must carry out the comprehensive innovation in terms of marketing. How to interpret national policy? How to adapt to the current market? How to carry out real estate marketing strategy innovation? How to realize the quick go to? How to implement customer endless stream? A series of problems which haunts everyone in real estate marketing. This article is for how to develop the real estate marketing strategy has carried on the certain theory and the practice exploration.Based on the characteristics of national macro economy and real estate demand, and the characteristics of regional economy and real estate demand, on the basis of careful analysis, the real estate market marketing theory summed up the current enterprise faced with the opportunities and challenges of the real estate market. And then to the enterprise’s internal resources and capacity are analyzed, and summarizes the internal strengths and weaknesses, on this basis to analysis the advantages and disadvantages in the enterprise. At the same time, this paper USES a large amount of data on regional demand attributes in all aspects of a detailed analysis, and on the premise of a certain conclusion, according to the different characteristics of the market demand and different number, to build just 18 city project marketing strategy, including target market strategy, market competition strategy, product, price, channel, promotion strategy, etc. The results by using this strategy and deficiencies; For this strategy in the process of in-depth understanding and analysis, and multidimensional put forward improvement suggestion and solution. The current real estate market marketing has a certain practical significance and reference value.