Research On Marketing Strategy Of Beihai Wanquancheng Real Estate Development Project

At present,the real estate industry is in an increasingly competitively progress,especially the coastal tourism resort real estate.With the gradual implementation of the new policies of real estate,the investment demand is repressed which results in the imbalance of supply and demand.Concerning the oversupply status of Beihai real estate market,the real estate enterprise must strengthen the marketing awareness and transfer the work focus from the initial estate development and engineering construction to marketing so as to realize the overall operation target.The thesis will make analysis of the marketing environment and marketing status of Beihai Wanquancheng real estate development project,concerning real estate marketing theory and the characteristics of Beihai real estate market and using PEST and SWOT analyzing model,and also targetly choose and make marketing strategy for this project.In addition,the thesis will also provide suggestions on how to secure the smooth implementation of marketing strategy,and hope this shall offer practical instruction for Beihai Wanxiang Real Estate Development Company and other real estate enterprises.There are six chapters.The first chapter,Introduction.Make an overview about the research content and method of real estate industry at home and abroad,and also clarity the purpose and significance of the research.The second chapter,theory basis.Comb the theory related to this research,such as marketing environment analysis theory,marketing strategy theory,marketing theory and the concept and characteristics of real estate makering.The chapter three,The situation of Beihai Wanquancheng real estate development project and its marketing environment analysis.Combing the Beihai real estate market environment,the strength of developers and the characteristics of this estate and using PEST and SWOT analyzing method to analyze the macroscopic and microscopic marketing environment of this project.The fourth chapter,Select and make marketing strategy for Beihai Wanquancheng real estate development project.Using marketing strategy theory to subdivide the market for Beihai Wanquancheng real estate development project,choose target market and promote market positioning.Besides,combing with the marketing status of Beihai Wanquancheng real estate development project to make marketing strategy from 4 aspects,product strategy,price strategy,channel strategy and promotion strategy.The fifth chapter,The ensurance measures for marketing strategy implementation of Beihai Wanquancheng real estate development project.In order to ensure the smooth implementation of 4P combination strategy,combing the status of Beihai Wanquancheng real estate development project,this thesis shall provide suggestions on marketing concept innovation,cultivation of marketing talents,creation of marketing culture atmosphere and marketing management.The sixth chapter,Research conclusion and expection.Summarize the main content of the thesis,extract the innovation point and find out the problems to solve.