Research On Marketing Planning Management Of DM Real Estate Development Projects

In this paper,based on the real estate marketing theory,based on the development of the real estate market in Changchun,Changchun economic condition of understanding and analyzing the operation of the basic situation of this project and economic effect.Case study of this paper belongs to the Changchun Erdao district,Changchun,first understand the present situation of the rural market,regional economic environment and market prospects for development,and understand the basic indicators of the project and the basic situation,through the city of macroeconomic indicators analysis,population analysis,the housing market supply and demand analysis and the analysis of the real estate policy from four aspects as the macroeconomic analysis basis.Basic supply and demand determine the project area through market research and product structure,understand the plot the status quo,planning and design conditions are given,and then SWOT analysis was carried out on the project the project's advantages,weaknesses,what are the opportunities,and what kind of threat.Based on the macroscopic economic analysis and market research and plot analysis conducted on the basis of DM project product positioning,including market positioning,target positioning,product positioning,as well as the planning and design proposal,to complete the project prophase planning.In the process of marketing and strategy execution,and through value enhancement and image positioning,advertising,packaging strategy,choice of media and media budget,pushing plate strategy,price strategy and on-site management scheme in the link of this a few aspects to achieve sales plan.Finally through to the DM project cost estimates and benefit analysis of the project economic evaluation,again on the basis of summarize the risk in the project,and put forward the corresponding countermeasure,summarize experience and lessons,in order to further improve and promote the development of the project.