Application Of Marketing Mix Model In Tianhu International Projects

In the past "golden decade", the real estate industry in our country has gradually become mature as a result of a series of policy control and the improved laws and regulations. Along with the development of the industry, real estate marketing planning concept is also in progress, however, its behavior still have more need to be further optimized. As the essence of marketing planning, 4Ps theory of Marketing mix strategy,is still the most important marketing guiding ideology, and the main program of the entire marketing plan. With the development of the industry and the changes of the consumer purchase concept and demand, the Producer-oriented 4Ps theoretical basis is difficult to adapt to the current market environment, we should fully take into account the needs of consumers and the real estate market competitive environment. 4Cs marketing mix and4 Rs marketing mix put the consumers and the competitors the first place, suitable for the current industry marketing environment. But as these two combination is difficult to control and operate, how to make a marketing plan to meet the requirements of enterprises, consumers, and competitors is a problem needed to be solved.The paper proposes an comprehensive improvement model of marketing mix. It means, based on 4Ps, the framework of marketing planning, easy to control, and mature,the marketing theory of 4Cs and 4Rs play their roles. Real estate development needs a lot of capital investment, so poor sales will lead to the capital chain of developers. This kind of model can not only ensure the safety of capital flow, but also establish the brand of developers and increase the brand effect. Under the guide of the model, the real estate marketing plan is divided into five stages: market research, product planning, price planning, channel planning and promotion planning.4Ps marketing mix improvement strategy needs to be fully integrated into the above five stages, particularly in the market research stage. Therefore, market research especially the research of customers and competitors phases a crucial role to the other four stages.As the research of customers is the first step of marketing planning is the most important step, we should apply the comprehensive improvement mode of the marketing mix at this stage. The paper analyzes the planning program of the product, price, channel,promotion through the case of Tianhu international Project and proves the feasibility and necessity of this model.The paper aims to make a marketing planning program, not only meeting the market demand of consumers, gaining a foothold in the competitive market, but also benefit maximization for developers, based on the fully understand and forecast the risk, the fully integration of the 4Ps, 4Cs, 4Rs marketing theory to have complementary advantages.Meanwhile, the paper looks forward to providing the theoretical reference and practical help for the marketing of the real estate development enterprises.