Research On Marketing Plan For Peking University Resource Yue Cheng Real Estate Project

China's real estate market has been truly started developing since the 1990 s.Nowadays,Chinese real estate industry is becoming mature meanwhile it has also experienced a process from crazy to rational.With the release of “Five National Policies”(it is about the regulation of real estate)the golden age of real estate industry has gradually been the past,which makes the role of the real estate marketing plan highlighted by degrees and moves real marketing plan from the background to the front,from simple marketing model to marketing planning system.Today,real estate marketing plan in the major real estate companies is getting more and more attention,the real estate industry has gotten into a marketing-dominated era.Based on the Combination of theory and practice,put forward in this thesis were marketing plan strategies and specific implementation schemes through comprehensively analyzing the macro-environment for project of Peking University Resource Yue Cheng by PEST methods and studying the project's advantages,disadvantages,opportunities and risks according to its own SWOT analysis of the project.This paper aims to provide a reference for marketing plan of Peking University Resource Group by doing research on marketing plan for project of Peking University Resource Yue Cheng.At the same time,taken the project of Peking University Resource Yue Cheng as an example,this article also aims to provide some marketing plan cases reference for real estate enterprises that will enter or has already entered second-tier city like Tianjin with great development potential when the enterprises are doing urban complex projects.