Study On Marketing Strategy Of Pearl Waterfront Project Of Shun Xing Real Estate Company Chenzhou

Overview of the current domestic real estate development,real estate companies focused on investments in first-tier cities,for the third line,second-tier cities and the development of the investment was not very mature,not very comprehensive.Chenzhou city as the third tier cities,real estate firms are also facing a good market opportunity for development.With the state has introduced various policies to limit the real estate industry,tight monetary policy and to some extent inhibited root in the investment and speculative demand,making Shun Hing real estate development companies are also subject to a certain extent.To a certain extent,affected the purchaser's expectations,therefore,Shun Hing real estate company should be combined with the characteristics of the project itself,the use of a set of scientific strategies to real estate marketing real estate development successfully pushed into the target market,these studies will be on the real estate marketing strategy Research plays a far-reaching research value and practical significance.In this paper,waterfront Pearl District,for example,actively explore the real estate business should take marketing mix strategy.The author begins with an overview of the real estate marketing concepts and features,it discusses its main contents,status and the status of research reviewed the marketing research of the current real estate marketing,mainly adopted literature research,comparative analysis,investigation,theory and practice combined France,PEST analysis.Firstly summarized Shun Hing Estate outlined briefed Pearl waterfront project,the Pearl of the waterfront project was PEST analysis,while the waterfront Pearl project for the corresponding analysis of the market environment,such as economic analysis of Chenzhou,Chenzhou land listed and traded market,Chenzhou commercial/residential land transaction market,Chenzhou Chenzhou overall real estate market as well as market trends,SWOT analysis was carried out last.Then,in close contact Pearl waterfront project,the design of good marketing strategy and plan has been improved and optimized,the first is the market positioning of the project,the project market segments,followed by the implementation of appropriate product strategies,such as product strategy and development cycle product differentiation strategy;then develop appropriate pricing strategies,such as penetration pricing,differential pricing strategy and price discounts and discount policies;and develop appropriate channel strategy,sales center such as field sales,marketing experience,both old and new sales,business sales and marketing referendum;and finally developed the appropriate promotional strategies.Finally,a real estate company Shun Hing implement specific safeguards appropriate marketing strategies on the waterfront of the Pearl project,such as human resources and support covering staffing key positions and the establishment of an effective incentive mechanism,and later implement appropriate organizational support,security,and culture sales management system.We hope to be able to plan and positioning Pearl Chenzhou City Shun Hing waterfront real estate projects will provide some help through some of the conclusions drawn in this study,while planning to provide some reference value for other cities in China and localization of complex companies.