Research On Marketing Strategy Of “JinYuFuDi” Real Estate Project

The real estate industry is the pillar industry of China national economy,but also a major event related to the national economy and the people's livelihood.If national real estate industry is healthy and sustainable development is very concerned about.In recent years the country had introduced a series of regulatory policies.Although China real estate business started late,but the rapid is very fast.After several years of development,it has been from the original seller's market to the buyer's.Consumers are increasing demands for the quality of housing,residential environment,hardware and software facilities.In addtion of adequate supply of commercial housing,the real estate market competition is becoming increasingly fierce.Enterprises in the fierce market competition are in an invincible position,not only depends on the housing characteristics and attractting customers.More importantly,it is necessary to combine the real estate project development and marketing to study,and to emphasize the interaction and influence between them.This is also an innovation of this paper.In this paper,through the introduction of the full cycle of marketing concepts,the use of literature research,case studies,comprehensive study,classification analysis and other research methods,study on JinYuFuDi real estate project marketing strategy.According to the status of this project,4Ps theory,4Cs theory,SWOT analysis,STP analysis,PEST analysis was performed to analyze the full range of the project.Finally,we get a set of product strategy,channel strategy,price strategy,public relations strategy,etc.JinYuFuDi project is the first real estate project developed by T company,successful marketing strategy can not only achieve rapid project sales and corporate profits,but also help T company established a complete set of project development and marketing theory.Hope it help similar projects.