Research On The Marketing Plan Of Real Estate Project A Of Hanlong Company

The real estate industry has developed in China for about 40 years.The rapid development of the real estate industry has brought fast economic growth,but caused huge inventory of houses which makes the developers under great financial pressure,so the government attaches great importance to it.The mode of real estate marketing has been changed from single sales mode to integrated agency mode gradually under the subdivided industries.Real estate marketing plays a bigger role in the whole industry line.At present,of many successful cases,domestic marketing planning agency focus on residential project in first-and second-tier cities while pays little attention to commercial office project The success of A company in the article is a case in point in commercial office project which give valuable reference to the real estate practitioner.The article analysis the relative data of commercial estate industry firstly from 2011 to 2014 including competitors around which gain the SWOT analysis of the project.It sets out relative problems in four aspects,advantages disadvantages,opportunities and threats.It re-aligned for the project itself and targeting customers according to the records of SWOT analysis.It has made marketing goal on the basis of market positioning and price deduction.The marketing goal has been implemented through the packaging strategy,channel strategy,customer strategy and experience strategy.Finally,we carried out institutional measures,organizational measures,process monitoring and performance appraisal in order to execute the projects strategies.The marketing scheme focus on market positioning based on market survey combined with the local condition in Wuxi.According to marketing theory of SWOT,4P,4R and 4C,it have made practical marketing programmes which makes the developers sell the houses fast,get rid of the sales difficulties,achieve maximum profits,increase brand awareness in Wuxi commercial market.