Marketing Strategy Research Of TF Real Estate Company Wu Yuan Xin Zuo Shang Zuo Project

When Deng Xiaoping introduced the " Reform and Opening" in China,these policies have achieved spectacular results in bringing China forward into rapid economic development, inhabitant Income Growth and the real estate industry began to flourish. As an important industry of the people’s livelihood, while it is closely associated with multiple industries, the real estate industry plays an important part in the sustainable development of the national economy.Since 2004, China’s real estate industry has experienced the gradual adjustment of government regulation, urbanization also reached unprecedented levels. While the dividend for the comprehensive housing reform appeared, the real estate industry has entered a "golden decade" that almost all industry’s return on investment can’t match.For the past few years, with the adjustment of state macro-control, the bank have charged higher interest on loans and increased the down payment ratio for the house buyers. Steps by regulators even included tightening lending and putting tougher restrictions on buying homes. At present, China has come into the “New Normal” and the economic growth has been slowed down. In order to realize the economic goals of the enterprise, as a state-owned real estate enterprise, in the face of fierce competition in the land auction and excesses in the demand of the real estate market, we must strengthen our own management level, sum up the pros and cons of past project, do a good job after the assessment. As a result of the new change, the real estate marketing strategy should be changed from simple sales strategy to the overall tax, the development of management cost control and total engineering cost. Strong companies are good at sustaining innovations in marketing strategies and struggle to get the marketing scheme well done, this also reflects the importance of the integrated use of the project and the reasonable collocation to achieve maximum profits. Therefore, to strengthen the real estate enterprise marketing management level, has become an important factor in Enterprises’ economic goal of real estate enterprises.This article starts with the basic theory and some research results of marketing, expounds the theory of real estate marketing system, the integrated use of the PEST environment analysis, project SWOT analysis method, analyzes the overall sales situation of the TF real estate company about “ Wu Yuan Xin Zuo”. According to the comprehensive analysis of the external marketing and internal marketing environment, we worked out the market positioning of the project. And through a series of marketing mix strategy, such as productions, prices, promotions, channels and so on, we further improved the marketing execution case, and finally it provided us a good reference for other projects in the future on the enterprise marketing strategy formulation through the analysis of the evaluation after this project.