Study On The Optimization Of The Marketing Strategy Of The Jinyue Huafu Project Of Huajin Company

China’s real estate market is maturer and the industry competition is fiercer with the multiple adjustments of national land system,housing system and financial policy,for example the local government struggle to stabilize the virtual high housing price caused by overheated industrial investment in the next few years by housing prices control,housing structure adjustment and land control and so on to develop the real estate economy in a healthy direction.The real estate developer should predict the market development trend,formulate scientific marketing strategies to satisfy customers and guarantee the business goals more than interpreting the national macroeconomic policies for a long-term stable and healthy development.Only by combining with the conditions and resources of the enterprise and a best marketing strategy,making use of the existing research results of real estate marketing,a company can be invincible in the fierce market competition.As mentioned in the paper,Huajin company regards real estate as its core business,its project called Jinyue Huafu is located in Shaoxing.A successful operation of this project means a lot to Huajin company as an important project in Shaoxing real estate market.This paper aims at laying a theoretical foundation by consulting,collecting and sorting out the literature related to this study by taking an example of Jinyue Huafu project of Huajin company.Analysis of both the macro and micro environment and marketing environment of the project by SWOT shows the project has not only the advantange of convenient transportation,complete supporting facilities and beautiful house design,but also the disadvantage of product homogeneity and government formality problems.Finally,guided by STP marketing theory,4P marketing strategy and other related theories,related to current situation,the paper focus on constructing available marketing strategies and safeguard measures for the purpose of basing on Shaoxing market.Through the optimization research of marketing strategy of Jinyue Huafu project,the paper can enrich the research content for the formulation and implementation of marketing strategy of real estate residential projects in China from the theoretical point of view,in the meantime it can provide reference for similar projects not only in Huajin company but also in related industry.