| Since 2010, with our country's stronger and stronger macro-controlling of real estate market, consumers tending to hesitate, profit of real estate becoming smaller and smaller, the traditional real estate development mode already can't adopt to market competition. How to make a quick response to the rapid changing market, decrease stock and promote sales are all problems real estate companies have to solve to develop sustainably in new environment.Xin Tian Company is a local middle and small-sized real estate enterprise. This essay makes a research about Yu Jing Wan project market, and analyses the marketing strategy of Yu Jing Wan project under the current market environment systematically. Firstly, on the base of theoretical research, we have an evaluation about the internal and external environment in Xin Tian company. We analyse the external environment of Xin Tian company and then analyze the advantages and disadvantages of Tian Xin Project, on which base we make a SWOT analysis and determine the basic development strategy and direction of Yu Jing Wan Project. Then,according to the market positioning theory, the essay made and issued 300 questionaires and 289 of them were valid and recycled, and analyses consumers' property characteristics of Yu Hua district in Chang Sha. Combining with the feature of potential consumers, we position the product, style and function on the base of the comprehensive market research results. And then, according to the former analysis and target market orientation, we set the price strategy, brand promotion strategy, sales strategy and promotion strategy.In order to ensure that the marketing policy can be carried out, we finally plan some supporting measures for these marketing strategies being implemented from the aspect of human resource, organization guarantee and system guarantee. The result is not only decisive to the successfully sale and money collecting, but also meaningful for other real estate developer to marketing. |
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