The Research On Marketing Strategy For Real Estate Project Of BH

The effect of marketing strategy plays an important role in the survival and development of real estate enterprise in the fierce market competition. Especially, through nearly ten years’development, the real estate market in China has entered "the Silver Age" Under this background, the formulation and implementation of marketing strategy of the real estate enterprise has more important effect on its development. Currently, there are many studies on the marketing strategy of real estate in the first-tier and second-tier cities while few studies on that in the third-tier and fourth-tier cities. Although Chinese government has introduced a series of policies good for the development of real estate market, the housing price still keeps low due to the high pressure of inventory. With increasing competition, real estate companies need to highlight their differences, and implement the right marketing strategy in order to get a better living space under the homogeneity competition of the market.Hunan BH real estate project own good location, pleasant environment, and is well equipped. To successfully promote real estate project in such a small or medium-sized city like Loudi, especially under today’s complex macroeconomic environment, we need to meet customer needs, understand market conditions and to take appropriate marketing strategy. This paper analyzes the marketing strategy of Hunan BH real estate project based on discussion of basic situation of Hunan BH real estate project, Loudi’s current macro environment and micro environment, analysis on Marketing environment, competitors and Marketing factors of Hunan BH real estate project, local consumers’behavior and characteristics as well as marketing theories like SP、4Ps and 4Cs.Through research and analysis of customer characteristics and market competition, we draw the following conclusions:First of all, most consumers’ main purpose of purchasing apartment is the needing of living, or to improve living condition, investment is only a small part of the market demand. Secondly, through Comparative study, we can see that BH real estate project possess comprehensive advantages compared to other projects, establishing solid basis for a successful marketing strategy. Based on the above mentioned analysis, this paper presents four marketing strategy portfolio for BH real estate project, which are price strategy, marketing strategy, advertising strategy, and brand strategy.