| China’s economy has gradually transferred from period of high growth to the less high-growth period with the slow development and growth of global economic since 2014. The real estate industry which is one of the main driver of China’s economic growth has been seriously affected. At the same time, the market of the real estate industry has become increasingly competitive and colossal profits era of real estate has ended.The current real estate companies must actively think about how to gain a competitive advantage by building their own brands, improving the management level and expanding in emerging markets.This paper, divided into eight chapters, is based on the research of the Tiancheng projects of Zhonghai real estate company of the Haihu zone in the city of Xining to analyze several key aspects of the project from planning to provide scientific evidences to them to make a right decision according to the background of the development trend of China’s economy since 2014. The first chapter introduces the background of the Tiancheng project in the Haihu zone, including the basic situation of the city of Xining, the tools and methods of this paper mainly used for analysis. The second chapter, it is used PEST and SWOT analysis methods to analyze the external environment, the strengths, weaknesses, opportunities and challenges of the company and presented marketing strategies based on the analysis. The intention of absorbing the land, project development elements of organization and human resources were introduced in the third chapter. The fourth chapter, there is a more detailed description of the design of Haihu Area project, including the overall planning, single design, property management, community and cultural management program. The fifth part, according to the relevant survey data of real estate market in the city of Xining, it mainly analyses target customer groups in the city of Xining using the STP tool to make appropriate marketing programs. Sixth, seven chapters, it estimates cost and profitability of the project,analyze the risk of project development,and develop the appropriate precautions.Finally, we draw a conclusion that real estate market has a certain development of space in the city of Xining by a comprehensive analysis. Compared with other local real estate companies, Zhonghai company has a large brand and project development advantages, the development of Tiancheng project in the zone of Haihu in the city of Xining is feasible. |
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