The Real Estate Marketing Planning Of Pushan Project In XK Company

With the establishment of the real estate market,China's real estate industry has developed by leaps and bounds.In recent years,with the decreeing of a series of housing reform policy and regulatory policies,real estate in national economy is now in a main position and has a significant leading role in the development of the national economy.At the same time,with the further development of the real estate industry,the competition of China's real estate market has been intensified.In order to get developed and survive from the fierce competition,the real estate developers began to seek a better way.How to sale the product is the key.whether many real estate enterprises can win or not in competition depends largely on the sales process.To have a better outlet,starting with sales planning is a good way.Therefore,marketing is the eternal theme of market development,and marketing planning is the essential weapons of enterprise in the production and development.In recent years,many scholars at home and abroad analyzed real estate marketing from various perspectives,such as marketing planning problems,improving methods and marketing thinking,and put forward a series of ideas.In this background,this thesis,based on the actual marketing environment of the Pushan project and combining with related marketing theory,had a comprehensive analysis on the real estate marketing planning system,found out the problems existing in the current real estate marketing planning,and put forward the suggestion of plasticity.There are five chapters in this thesis.Chapter One,introduction.It mainly introduced the research background,research significance,research purpose and research methods and ideas.Chapter Two,overview of the related theory of the real estate market marketing.It introduced the real estate marketing planning,the theory of 4 p,4 c theory and porter competitive advantage theory.Chapter Three,the external and internal environment of the project.First of all,this part explains the current situation of the development of the real estate industry and by analyzing the real estate industry in our country,shows the macro environment in domestic real estate industry.Second,it analyzes the external environment from the current development situation of the real estate enterprises in ChongQing and ChangShou district.Finally,by analyzing the advantages and disadvantages of Pushan project,it shows the internal environment.Chapter Four,real estate marketing planning and implementation.Through collecting information of the project and having interview,the author analyzes target market segmentation strategy,product positioning strategy,brand competition strategy,price competition strategy,channel strategy and promotion strategy.The system of marketing planning implementation is also analyzed.Chapter Five,the reflection of marketing planning.Through analyzing the Pushan project the thesis could be used for reference for those small-sized real estate enterprises in fourth-tier cities which aim to improve their marketing and planning ability in the process of urbanization.