| Based on the performance of the real estate market of Changchun city in 2016,with the continued support of the favorable policies launched by Changchun government,housing turnover peaks a new high.During the first five months of 2016,average commercial residential transaction price is 6473 yuan per square meter.But the average transaction price continued to rise,in the meanwhile,housing inventory and clearing cycle was continuously declining,in turn this proved that the inventory policy reached some initial results.Under the current market environment,the competition of the real estate market in Changchun City is becoming more intensely,the housing purchase group who are not in a rush to enter the market start to move in at a good timing.Real estate companies are trying to clear the inventory through a variety of methods,with their own marketing energy to quantify the value of their own projects.Judging from the market situation,although in some cities,the real estate market transactions appear to rebound,the market is still in the adjustment cycle currently across the country,as for now,there still exists some unstable factors in the market.The preferential policies launched by the central government such as interest rate cut,down payment ratio reduction,provident fund policy adjustment,are still in agreement with the idea of classification regulation,which excluded the restricted cities from the favorable policies,in turn to stimulate the real estate buyers with a rigid demand in the second-or third-tier cities,which means the central government is still facing up the difficulty in dealing with the inventory problem of real estate in second-or third-tier cities.In this paper,the main idea is to analyze the marketing environment and problems of Longteng Mingfu real estate company based on the anaylysis of the land policy ? industry situation ? urban and regional development.After analyzing themarket and need of the real estate industry of Changchun City,SWORT analysis of Key competitive item and Longteng Mingfu project was further made,in the meanwhile,the combination suggestion of marketing strategy and measure of safeguard were given based on the market positioning anaylysis of Longteng Mingfu project.The study scope of this paper is mainly from the real estate industry of Chang Chun city to analyze the macro policy situation of Chang Chun real estate industry,and to finally settle in the related competing products of Longteng Mingfu project and the project itself.The purpose of this study is to comprehensively analyze the work done by the sales department of Longteng Mingfu project last year in order to find the existing problems in marketing,such as,slow sales of villa products ? unclear positioning of high level products and less innovation of commercial product marketing etc.Through the analysis of the marketing problems of Longteng Mingfu project existed in 2016,at the same time,combining with the situation of real estate market and the related competing products sales,marketing strategy ?suggestions of mix of various products and how to ensure the full implementation of these policies from which aspects are reached.From the view of theory guiding practice,the study of the real estate marketing strategy of this project means of great significance in guiding aspect to improve the project profit?study of sales of the finished product and the positioning of the customer product.In the carding process of this paper,the analysis of this paper is based on the analysis methods such as 4P marketing theory?SWOT analysis and market segmentation theory,furthermore the results obtained in this paper are also based on those theoretical methods.At last,targeted analysis results are given regarding how to improve the sales of Villa products?high level products and commercial products through the analysis of combination of theory and project,such as modification of the villa housing type,the positioning of the high-level products,and the innovation of the marketing model of commercial products,etc. |
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