Research On The Marketing Strategy Of Huaihai East-Town Royal Garden Project For HHZY Co.,Ltd

Since early 2016,the Government has released regulatory policies to stimulate the Real Estate development.Favorable policies such as the purchase subsidies,preferential loan policies and deed tax reductions have provided strong policy support to the development of property market.Nowadays,the whole Real Estate market has enjoyed rapid development and gradually become the backbone industry in our national economy.However,all kinds of beneficial policies have also stimulated the continuous rise of property prices,resulting in a tendency of high price and large stock of properties.To prevent the occurrence of the Real Estate foam and accelerate the destocking,from the second half of 2016,both central and local governments have introduced policies to shrink the Real Estate market and exerted macro control in general.However,as to the Real Estate market in Ji'nan,with the formal introduction of "Ji'nan Eight Clauses",the deposits of land bidding were raised substantially and the time of land leasing payment shortened.The introduction of the limited purchase policies and the rise of down payment proportion tightened up the Ji'nan Real Estate market and the sale volumes dropped considerably.In this paper,the author has made general analysis of the Marketing strategies of Huaihai East-Town Royal Garden Project(the Project)in 2016,including the main problems in the sales strategy,the analysis of the macro environment of the project,the analysis of competitors and SWOT analysis,etc.Under the circumstance that the Real Estate market was under strict control,the Ji'nan Real Estate regulatory policies have experienced the relative loose in the first half and the continuous tightening in the second half of 2016,the overall Marketing KPIs of the Project has been reached substantially.Affected by the pre-sell certificates problem and the limited purchase policies,the outstanding sales volume accounts for 2.79%of the total Project.Although the fast recovery of funding relieved the funding stress of HHZY Co.,Ltd(HHZY)to a certain extent,there is still a big gap between HHZY and such famous Real Estate developer as Wanke,Geenland,in terms of the pricing,branding and profitability.Based on the general analysis,the author believes there are such problems as incompetent Marketing team,outdated brandMarketing concepts,insufficient Marketing activities,resulting in the unsatisfactory and plain Marketing outcome.Having conducted analysis on the Marketing strategies of this Project,the following chapters of this paper,based on the classic Marketing theories such as 4P's and STP strategy,focus on raising suggestions on the Marketing strategies of this project from the perspectives of market segmentation,targeting and positioning,as well as optimization measureson product,price,place and promotion Marketing.Apart from applying the 4P's to the optimization of the Marketing strategies for the Project,this paper has also raised suggestions on the cyber Marketing strategies for the Project,such as Operations of WeChat Public Account,Advertisement Releases on WeChat moments,Advertisement Releases on Weibo and Micro Campaigns for Public Good.Such optimization suggestions,a reflection against the backdrop of Internet+ Era,are intended to make full use of features of cyber Marketing such as the large amount of active users,fast promotion speed,accuracy in the location of target users,relatively low Marketing cost to serve the Real Estate developers.in addition,in order ensure the effectiveness of Marketing strategies,the developer should also stress the human resources efforts and company policy improvement.The researches and analysis on the Marketing strategies of the Project is beneficial for the project management team to better understand the weaknesses and problems of this Project,seize opportunities,mitigate risks,bring the strengths into full play and optimize the Marketing strategies by integrating theories with the practice so as to achieve maximum profits.in addition,the conclusions on the Marketing strategies of this Project can also be applied to Marketing campaigns of other Real Estate projects of HHZY and bring about added values.