Licang Wanda Plaza Project Marketing Strategy Research

Along with the rapid development of China’s reform and opening up, the economic development of the real estate market is particularly important to support the sustainable development of China’s economic stability, rapid economic growth.The past few years, the real estate market of the stock market is also undergoing rapid change, caused by the high growth of the real estate investment. High-risk housing market is seriously restricting the healthy economic development trends. The magnitude and depth of the housing prices are too high too fast, direct impact on consumers in consumer demand for real estate, and lead to social problems but also because of the overheated investment in some areas. Countries have also introduced the related policies to curb price increases measures, serious impact on the future development direction of the real estate business. How to develop an effective marketing strategy is the success of real estate developers with the failure of the key factors that will be indispensable in the process of real estate operations is the marketing strategy portfolio planning.This paper uses a combination of theoretical and empirical analysis, traceability, project management, marketing, real estate marketing theory. In recent years, innovative marketing strategies and project management methods study the real estate market of micro-and macro-environment, and thus Licang Wanda Plaza project SWOT analysis, in conjunction with the case empirical analysis of the selection and implementation of the marketing strategy. In this paper, the research content is divided into seven parts.The first part is introduction, mainly to this article research background, ideas methods and the innovation points. The second part is the theory review which expounds the theoretical basis of real estate project management, marketing and strategy innovation.It provides theoretical basis for the analysis of the research in this paper. The third part is the general situation of the whole Licang Wanda Plaza project analysis, which is mainly to the project general situation, marketing environment and the progress of the project itself and cost to carry on the simple analysis and SWOT portion. The fourth part is Licang Wanda Plaza project marketing market analysis, which analyzes the main Licang Wanda Plaza area market demand and business customers from two angles of customer orientation analysis. The fifth part is Licang Wanda Plaza project marketing strategy analysis, which is combined with the 4 ps theory and method of project management, from product strategy, promotion strategy, channel strategy, brand strategy and price strategy of innovation strategy combinations. The sixth part is the Licang Wanda Plaza project control and safeguard measures, which has put forward Suggestions and measures. The seventh part is epilogue, this article studies the main conclusion and puts forward the future development prospect and the research of real estate marketing ideas.