| Since 2009,the real estate industry of China has achieved rapid development and become one of the most important pillar industries of national economy.as the economic globalization and the state has introduced a variety of macro-control policies,China’s real estate markets gradually changing from a seller’s market into a buyer’s market,as consumption personalisation and demand diversity,the competition between enterprises is becoming increasing fierce.in this tough situation,developing an appropriate market strategy has become the key factor if the Real Estate Enterprises want to gain a competitive advantage.This essay focus on A project of GX company in MianYang,the process from project development to sales,combining marketing theory with the policy,economic,social and cultural environment factors of Mianyang.Carried on marketing theory,4P theory as basic theory,using case analysis method,SWOT analysis method,combining with “STP”analysis for marketing positioning,develop specific market strategy from product,price,place,promotion.,And put forward countermeasures and suggestions related to marketing.analysised the situation of project,marketenvironment,project environment,the strength and weakness of project,combining the author’s work experience,analysis the target customers and position it.To develop a reasonable marketing strategy and the implementation of safeguards,Enhance the scientific and operational level of GX company’s marketing strategy.And also it aims to summarize a set of scientific and reasonable real estate marketing planning,hope to provide some help to the marketing planning of other similar real estate development projects,and promote the operation and management of real estate development enterprises. |
