The Research Of Beijing Shuntong Real Estate Development Co., Ltd. Marketing Planning

Due to the influence of new macro-economy and policies, the domestic realestate market has felt the pressure of adjusting and transforming to adapt to theseinfluences over recent years. Due to the2008financial crisis and subsequentchanging of governmental policies, the property market in Beijing fluctuated wildlyand has not returned to the rational development since2008. Development of the realestate marketing theory naturally lags behind the continual rapid change of the market.Therefore the crucial issue that the Beijing property market now faces is how to usereal estate marketing theory systematically and scientifically to develop a reasonablemarketing strategy. A robust strategy would also be important in enabling theproperty market in Beijing to take advantage in the market.This paper focuses on the Beijing ShunTong Real Estate Company as a casestudy. It summarizes domestic and international research as well as explains researchmethods and how those methods are applied. This paper also analyses characteristicsand disadvantages of the Beijing ShunTong Real Estate Company’s approach tomarket planning. Analysis of the overall Beijing property market also highlights anumber of issues around the general approach to market planning. In view of theabove issues, this paper proposes targeted optimization of the approach towards realestate market planning, namely around layout, implementation and guaranteedmeasures. In addition, this paper uses the results from existing research andsummarizes the methods used to gather those results.It also draws on the experienceand analysis of target companies. The main analysis results are as follows:Based on the findings of the case study of Beijing ShunTong Real EstateCompany, it transpires the company under estimates the benefit of market strategy and lacks a robust approach to market research. It misread market speculation whichled to misleading advertising and inefficient use of online marketing technology. Tobegin resolving these issues, the following areas have been identified as requiringimprovement: market research, market positioning, market promotion and innovationaround the marketing plan. At the same time, based on market planning, a series ofsafeguard measures would be required, such as defining the organization structure,improving management style, strengthening career training, building on employeeprofessionalism and developing company culture.It is also worth noting that analyzing the competitiveness of a company usingSWOT analysis methods has proven to improve a company’s ability to build astrongmarketing strategy.This type of research carries an additional value as it provides reference to realestate developers on how to develop the real estate project swiftly and effectively andestablish competitive advantages.