The Study Of Real Estate Item Marketing Strategy For "Wan Guo Cheng MOMA"

With the continuous development of China's economy,China's urbanization rate has been improved,people's living standards gradually improved,housing demand is also increasing,the real estate industry has gradually become the pillar industry of our national economy.Corresponding to the real estate market supply is also growing,the competition is also growing,how to improve the real estate marketing level,so as to remain invincible in the market,has become more and more real estate business focus.Changsha Wanguocheng MoMA project is a contemporary home(Hunan)Co.,Ltd launched the commercial sets in one of the high-end real estate projects.Throughout Changsha City real estate market,in recent years a large number of high-end real estate projects continue to swarm into the market,according to the Changsha Municipal Statistics,2015 Changsha city will have nearly 50 new projects to enter the market,which means that the Changsha real estate market will become increasingly fierce competition.In this context,Changsha Wanguocheng MOMA projects are able to successfully complete the sale of its products in the market,making the investment in the project should be rewarded,what kind of marketing strategy is particularly critical.Therefore,this paper uses methods of literature review,the 4P marketing theory and the development of the real estate sales strategy required by the SWOT analysis method of related theories;then,with the in-depth analysis of the macro environment of Changsha Wanguocheng MOMA project located in Changsha and the real estate market environment,to find out the project faces at the same time,the opportunities and threats,contemporary Changsha Wanguocheng MOMA project and the real estate(Hunan)Co.,Ltd.is the analysis of the internal environment,the conclusion is that the project has advantages and disadvantages;and by using the SWOT method to analyze the internal and external environment of the summary;secondly,this paper applies 4P marketing theory of Changsha,Wanguocheng MOMA's residential projects in the market segmentation;then,based on the above analysis,put forward including product strategy,pricing strategy,promotion strategy and so on a set of Changsha Wanguocheng MOMA commercial residential project marketing strategy;finally,gives the measures to ensure the implementation of marketing strategy of the project.In this paper,the market analysis and marketing mix theory of Changsha Wanguocheng MoMA project proposed for and operation of marketing strategy,the marketing strategy of the project marketing itself has a guiding role,the marketing of similar real estate projects have certain reference significance.