Study On Marketing Planning For The Real Estate Project Of Dinghao International City

The real estate industry as a pillar of the national economy of the third industry, in the development of the national economy and improvement of people’s life has played a key role, the real estate industry is closely related to the development of other industries, rather than independent existence, is an indispensable factor in the development of national economy. Because the development of real estate project development cycle is long, large investment, high risk, combined with cautious consumers purchasing behavior and consumer demand diversification and individuation, this requires real estate developers in the development of new project development, must be careful to establish scientific and reasonable marketing planning, fully understand and analyze the project environment and consumer demand, the right project positioning, formulate a reasonable marketing strategy and the implementation of the corresponding safeguard measures.Marketing planning in real estate development project has been widely used, in China’s real estate marketing planning by the simplification to the comprehensive transition gradually, successively appeared various concepts. Marketing planning of the project has been gradually paid attention to only from the surface to the pursuit of connotation, marketing strategy has gradually from the chaos tend to standardize in order. But the current real estate marketing planning, there are still many places worthy of further improvement.Project marketing planning to the current domestic research is mainly aimed at the first and second line developed cities, for three or four line city like Fuyu research is very little, but not directly copy the practice of big cities. In this paper, based on the real estate marketing planning, SWOT, PEST and 4 p theory, to the city of Fuyu "dinghao international city" project environment, project their own advantages and disadvantages, and competitor analysis, determine the project market positioning and target customer group. On this basis, the project product strategy, price strategy, channel strategy and promotion strategy, the marketing strategy for the project smooth implementation of the relevant guarantee measures are put forward.For "dinghao international city" project marketing planning, combined with the actual situation of Fuyu city, on the basis of a detailed market research, to correct market positioning, formulate a set of reasonable and effective marketing planning scheme, through project product market advantage, accomplish the sales targets, implement company operating profit, improve the company’s market value.