The Innovation Research On The Marketing Strategy Of Hengda Landscape City Project

With the rapid increase of land agents, the shortage of land resources, the rise of price in raw materials, higher labor costs, profit of real estate being drastically reduced, the state has strengthened the macroscopic readjustment and control over real estate market. For land enterprises, it’s very important to maintain a competitive advantage and innovative the marketing strategy as a result of new urbanization and two-child policy. Lanzhou real estate industry is severely affected because of the sharp shift of Gansu economy. For Hengda Landscape City Project, they are facing an unprecedented sales pressure and their traditional marketing approaches are greatly impacted and challenged. In order to comply with the trend of times and leave a unique impression in the minds of consumers, we can only enable the consumers to identify the city landscape project from quantities of big real estate enterprises in Lanzhou and obtain the trust and acknowledgement of consumers.Based on the China Statistical Yearbook, Gansu Development Yearbook and the first-hand information of Lanzhou real estate market and landscape project which gained from the Related Websites, from the reality, this article used the combination of qualitative and quantitative methods to analyze the internal and external environment of Lanzhou real estate market. Through a series of charts, it showed the present situation, characteristics and the trend of Lanzhou real estate during 12 th Five-Year period. Furthermore the article illustrates its theme: the marketing strategies of Hengda Landscape Project, the problems existed in the implementation process and the further in-depth analysis of the problems. With an approach of comparative analysis, we compared our project with other real estate projects in the same area like Daming City、Biguiyuan New City etc to find out the unique points of our project so as to work out an innovative marketing strategy for Hengda Landscape City Project. We also analyzed the effect of our new marketing strategy and put some reference valuable proposals for our project.