The Research On Marketing Strategy Of Xinghu Bay Project In Changsha

Since 2010,the government has adopted a variety of macro-control policies to limit the real estate market.March 2013,the new "country five" landing,the real estate market is now short-term fluctuations,the first tier cities property market impact.In recent years,the real estate market has developed into a buyer's market.According to authoritative statistics,more than 90% of property buyers in the purchase process to take the following steps: access to real estate information,home buyers in the face of hundreds of mi llions or even 10 million of the total 1629,consider more and more factors,decision-making cycle longer and longer.In this grim situation,developers are trying to use all possible ways to win the success of the project,and whether the key to success d epends on whether a clear and clear positioning and the use of effective marketing strategies.This paper uses theoretical analysis and case analysis method,deductive method and SWOT method,combined with the Changsha City real estate market development situation,the electric power construction estate Xinghu Bay project as a typical case of high-end real estate project marketing strategy study.First of all,analyze the internal and external environment,regional environment of Xinghu Bay project,and combined with the project itself and competitive project SWOT analysis,determine the direction of Xinghu Bay project market positioning.Secondly,the design scheme for the marketing strategy of Xinghu Bay project,the application of 4P marketing theory and combine with the projects throughout the whole process of project marketing.At the same time,put forward the marketing specific safeguard measures,ensure the Xinghu Bay project marketing work smoothly,achieve the desired sales.This paper aims to research the Xinghu Bay project marketing strategy,put forward comprehensive real estate project marketing planning framework,provide some help for the real estate project sales,improve the effect of marketing strategy.This study provides a detailed decisi on-making basis and reference scheme for the marketing planning of real estate comprehensive projects,which has certain theoretical value and practical value.