| With the rapid development of Chinese economy, the real estate industry has made unprecedented development since China performed its reforming and opening policy, which has made great contribution to upgrading of living level and improving the living conditions. Since 2003, Chinese real estate industry has seen the adjustment by government regulation. The urbanization has experienced a very rapid development. The benefit of housing reform policy is obvious, but the resident area is still less. Therefore the consumers’demand helped much to promote market of real estate industry than ever before. The rapid development of the real estate industry makes all kinds of domestic capital groups enter into the greater potential industry and puts more capital into it which results in the emergence of rising prices. Because of the market’s huge developing space and high profits, the real estate enterprises continue to increase investment and develop projects rapidly. At the same time, they strengthen enterprise management and accelerate the funds turnover rate in order to achieve greater performance.At present, Chinese economy is in the new but normal condition. The economic growth is slowing down. The national economic structure has been adjusting and the industry is getting upgraded. The Chinese government controlling the real estate industry has given challenge to the enterprises. Real estate price is returning to rational level and the real estate industry is return to inherent quality. Although the demand of excessive investment is decreasing, there is always necessary demand. It is popular that the customers can afford to buy the housing needed. As an important pillar of the national economy, the real estate industry is also faced with the profound adjustment. The real estate industry transformation is imperative. Along with the appearance of the normalization in housing market, regulation of the country and the continuous specification of the market behavior, the profit mode of real estate enterprises has changed. The real estate industry has turned into a buyer’s market from a seller’s market. The marketing activities cost is high, but the effect is not distinct.Therefore, the reasonable collocation and comprehensive use of the marketing strategy is particularly important at this time. Because competition of the real estate market is intensifying the marketing ability becomes an important guarantee factor for the cash flow, which makes more companies pay attention to the marketing strategy and put it in a decisive role position. Therefore, studying and formulating the marketing strategy meeting with development of the company and competition environment has become an important factor in the real estate business process.This article elaborates the marketing theory system of real estate. The research involves three methods, i.e. document analysis, case analysis, interview and analyzes the existing marketing problems of W Real Estate Company. First, the author analyzes the macro marketing environment of the milestone project by PEST analysis method. Secondly, the author analyzes the micro marketing environment through the W Real Estate Company’s business resources, confining and the main rival of the milestone project, which shows the milestone project’s strengths and weaknesses, opportunities and threats. Thirdly, the author systematically discusses the strategy of product, price, place and promotion aiming the target market and market positioning of the milestone project by STP. Fourthly, the author obtains a scheme of the optimal marketing combining strategy, and proposes the relevant marketing countermeasures, in order to provide a guide for the marketing management practice to the milestone project. The paper aims at improving marketing strategy of the milestone project of W Real Estate Company and providing suggestions for other real estate projects which need reformed marketing strategy. |
