Based On The Project Positioning Of Real Estate Marketing Strategy Analysis

Since the reform and opening up of China,in order to solve the people's production?living and housing problems.The market economy developed quickly,the real estate industry also developed rapidly.The development of the real estate industry from hand solve the housing problem of people,but the continuing growth of house prices make the most of the family,most companies are also faced with the problem of high vacancy rate.For developers,under the condition of the real estate industry supply exceeds demand,how to develop the real estate sales strategy is the problem that every developer need to consider.So,every of the developer to clear their own enterprise core competitiveness,pooling resources,and to make an effective marketing strategy,so that try and stand out in the numerous estate development enterprises.The artical based on the SWOT analysis method and combine with the LongHu LiWan project in Dalian as the research premise.First of all,the basic problems of the real estate industry are analyzed,for example the characteristics of real estate marketing strategy,marketing planning,function for basic overview of the real estate marketing strategy at home and abroad were reviewed.And combined with the real estate market in China was carried out on the necessity and importance of marketing in this paper.Next to the project position of related theory are introduced,and the project of market,scale,function,image and business model are analyzed in detail.Then the concept of SWOT and AHP analysis method,advantages and disadvantages,such as combination has carried on the detailed description.After combining with the actual project of dalian longhu crystal LiWan project basic situation,project positioning,marketing,business strategy analysis and core competitive advantages,etc were analyzed,and drawing conclusions based on the SWOT analysis method,and marketing strategy of longhu crystal LiWan project reasonable Suggestions are presented.In this paper,the market situation of real estate enterprises to compare the detailed narration,and combined with actual example of project positioning analysis and formulate marketing strategy,using the SWOT analysis model,the corresponding strengths,weaknesses,opportunities and threats of a like factors is analyzed,and the conclusion.Therefore,has a good practical significance and reference value.