Study On Precision Marketing Tactictowards Real Estate Project Of Puhua District

At present, China’s real estate industry has entered a new period of development. The market runs from overheating gradually to rational. Because competition is unprecedented intense and cost pressure is increasing, housing enterprises have to change the past pattern of extensive management. They will pay more attention to internal strength, and choose correct marketing tactic. The author combines the precision marketing theory and the traditional real estate marketing, breaks traditional perspective constantly, and tries to find innovation space. Internet technologies are also made full use of in order to achieve the purpose of rapid sales. The author hopes that this paper can give Hebei Puhua Real Estate Development Company Limited inspiration of new development.The real estate project of Puhua district studied in this paper is located in Yi county, Hebei Province. There is a unique economic and social environment. In order to make the project be welcomed by people, precision marketing tactics have been put forward according to the environment. First, the core thought of precision marketing and four theoretical basis(4C theory, customer delivered value theory, communication theory, the principle of reaction) have been studied. And the differences between precision marketing and mass marketing are analyzed. All the above are as a theoretical basis of the entire paper. Then, the macro-environment, industry environment and micro-environment of Puhua district are analyzed in detail, using PEST and SWOT technology tools. The purpose lies in making the tactics more scientific and targeted. Next, the author illustrates how to implement the precision marketing tactics from positioning, product, promotion and CRM. “Precision” is highlighted in the whole article, making the measures more operable and practical. At the end, ideological, organizational and institutional measures are put forward to ensure the implementation.