Research On Marketing Strategy For Forest City Project Of B Real Estate Company

In recently years,China government issued a serial of policies to make sure real estate industry develop harmoniously.It became much more competitive.The domestic real estate inventory in many city was larger and development will face bottlenecks.Mr.Xi Jinping proposed “the Belt and Road Initiatives” and “structural reform of the supply front” bring a new opportunity to invest abroad for some of China local companies.B real estate company will take this opportunity to build “green and wisdom city” to meet the some of customs' demand.This paper based on the forest city project of B real estate company and carry out an empirical analysis case.This project is located in Malaysia,adjacent to Singapore's new special economic zones,targeting high-end market for housing and commercial housing.After fully understanding the marketing strategy theory,based on the practice of the analysis of the large number of first-hand information,combined with China?Malaysia and Singapore market environment,do the research and formulate marketing strategy by using the way of theory and practice.This paper is taking forest city project as the research object,through the PEST analysis method from the political and legal environment ? economic environmental ? social and cultural environment and technology environment four aspects analysis the macro environment of the project marketing;Using SWOT analysis method to concrete analysis the strengths?weaknesses?opportunities and threats of this project.Finally by using the theory of4 Ps from product?price?promotion and place four aspects,combined with the characteristics and current situation of the B real estate company to formulate a set of scientific marketing strategy.Then deploy guarantee to make sure the implementation of marketing strategy to achieve funds returned fast.