| With the Chinese speeding up of the urbanization process and the improvement of residents living, Investment in real estate development has gradually become more and more popular. The state in order to guarantee the people's livelihood and regulate the development of the industry, have introduced various macro-control measures to limit the development of real estate. Duo to the real estate is big investment, long cycle time, fierce competition, enterprises are facing more challenges and risks which requires enterprises to have a stronger market understanding and study ability of planning, real estate marketing therefore becomes more important.This paper use the method of theory combines practice. First, propound the sales theory of real estate, points out the problems need to be pay attention to. expound the theory combine with the marketing planning process and operation details of SJ project. In order to enforce the pertinence of analyze, mainly focused on the residential project marketing, emphisis on environmental analysis, market research analysis, SWOT analysis, market positioning analysis, marketing strategy research and analysis, then build up the marketing planning process and the overall framework of this project. Finally, according to the analysis and research conclusion, positioning this project is to build a large top-level residential in the Wuxi New District, Therefore, the auther recommend high quality and performance strategy in price making and sales promotion. Based on the conclusion of prophase environment analysis and market positioning, Combined with the 4P marketing theory, put forward target marketing strategy from four: product, price, channel, promotion. The study can help the real estate enterprises draw experience, reduce the mistake in decision-making,avoid risks, in maketing planning and forecast. achieve more successful for house sale and promotion, profits and ensure sustainable development for enterprises, which is the realistic significance of this paper. |
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