A Case Study On Marketing Strategy Of The Project Of Vanke Longwan Garden In Wenzhou

At the present with the rapid development of the national economy in our country, Real estate industry occupies a very important position. Especially in some of the economically well-developed cities, following the speedy increase of Marketization level in the real estate industry, competition is increasingly fierce. How to win in the the powerful marketing-fighting for supremacy? How to gain the favor in the actual status in which the demand of the consumer is becoming more and more differentiated? In what direction should the real estate industry of our country go ahead in the future? We can get the answer through the analysis and research on the case of WanLong Garden of the company Vanke in the city of Wenzhou.Based on the analysis of the current macroeconomic environment of our country’s real estate industry as well as some relevant policies formulated by the real estate industry in our country, combined with the analysis of the differentiation among local market in the real estate market, this article takes one of the projects of the Vanke Real Estate Co., Ltd.as the case:the development of the Longwan garden located in the Longwan central area in Wenzhou, south of Zhejiang province. At first, this article makes a detailed analysis and research on a series of problems during the whole process from development to sales. Then guided by the relevant theoretical knowledge, this article proposes the corresponding solutions for the existing problems in the marketing aspects. Furthermore, this article makes a summary of the research and analysis on the case, and as well it expounds the enlightenment obtained during the process of the analysis and research on the case.In the real estate market where marketing-fighting for supremacy is powerful and the development is rapid at present in our country, the case of Longwan garden located in the Longwan central area in Wenzhou of Zhejiang province by Vanke Real Estate Co., Ltd. is quite enlightening. For this reason, the research and analysis on the case as well as the enlightening from the solution of corresponding problems can promote the quality of the real estate marketing in a certain sense. Moreover, they can play a positive and important role in the breakthrough of the real estate sales, promote the development of real estate marketing as well as lead the real estate industry to embark on the road of refinement operations.