Research On The Marketing Strategy Of Super Large Real Estate Projects

With the high-speed development of national economy,as a pillar industry of national economy of real estate industry has entered the high-speed development period,one of the main performance is all over the country land auction "land Kings" phenomenon are not heavy,super market.But rapid development at the same time also brought fierce competition in the industry,in order to make himself in an impregnable position in the fierce competition,encourage the real estate enterprises double attaches great importance to the marketing strategy formulation,implementation and fall to the ground.For the super market,due to its own characteristics,it should pay more attention to the formulation of marketing strategy.Guiyang HuaGuoYuan project is a typical representative of the real estate industry super market in China,big size,capital investment,and rely on their own money and financing can’t meet the needs of future development,can only rely on the early stage of the funds to support the development of subsequent to the cage,thus determines the project must take "rapid development,rapid sales,fast-track sale" development strategy.In the early stage of the project,the flower orchard project did not achieve the desired effect.After the adjustment in the later stage,the flower orchard project occupied half of the guiyang market.In view of this,this article represented by HuaGuoYuan project,combined with the marketing theory,on the analysis of the present situation of Hua GuoYuan project marketing,based on the SWOT analysis method on the strengths,weaknesses,opportunities and threats were analyzed,and the use of 4 p marketing theory represented by HuaGuoYuan project of super market marketing strategy improvement Suggestions: clear development strategy,emphasize the value of the brand image,precise positioning product prices,comprehensive promotion,give full play to the cost advantage,improve the company incentive mechanism.