The Marketing Strategy Reseach On The Real Easte Project Of HF Company In Hengqin New Area

Since the official implementation of "Hengqin overall planning development" approved by the State Council in 2011, Hengqin new area has been dedicated in becoming the economic demonstration zone to explore the new cooperation pattern of Canton, Hong Kong and Macao under "one country, two systems". It has also created a solid basis for the cooperation of Canton, Hong Kong and Macao. With the development of new pattern, Hengqin new area will become the new residence of Hong Kong and Macao as well as important living quarters in daily work.This text studies on the Hengqin new area residential real estate project invested by HF Company. Through SWOT analysis, this text will analyze the project on both internal and external environment, on the development and construction, and on the opportunity and challenge, strength and weakness of the existing housing sales. The development of Hengqin brings vast opportunities to HF Company’s real estate business. On the other hand, China’s moderate control attitude towards real estate makes HF Company confront great challenges in marketing the future sales. Based on the SWOT analysis on the strength and weakness, this text will put forward marketing strategies combining with four positioning, which are 4P marketing theory’s positioning on the development and design of this project, target selling price positioning, multi-channel distribution positioning and product promotion positioning.At last, HF Company gets the desired effect initially evaluated on the early promotion and improves the sales of this project through 4P theory’s contribution to marketing strategy.The combined analysis of SWOT and 4P marketing plays a role in providing significant suggestion to residential real estate marketing strategy and positioning for HF Company.