Chapter
Sep 25, 2015
Research on the Marketing Planning and Design of the Yongzhou Wuxi Estate Project
Authors: Liyong Zeng [email protected], Yazheng Qiu [email protected], Yixin Peng [email protected], and Shan Zhou [email protected]Author Affiliations
Publication: ICCREM 2015
Abstract
Based on the review of the existing real estate marketing theories, this paper elaborated every link of the operation of project, according to the actual situation of Wuxi real estate project in Yongzhou. At first, the paper analyzed the marketing environment of Yongzhou Wuxi real estate project in detail, including the external environment, the internal environment, the market research and the analysis of SWOT. And then the paper sorted out the marketing strategy of Yongzhou Wuxi real estate project, based on STP strategy of product positioning, customer orientation, channel positioning, positioning of promotion and so on. At last, this paper proposed a feasible way on how to guarantee the project marketing strategy to be carried out. Based on the research on the real project operation, this paper has obtained a large amount of data in the Qiyang market. It is believed that the research on the similar Forth Grade Cities’ real estate business such as Qiyang City in the marketing practice will lead to some significant reference and guidance.
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© 2015 American Society of Civil Engineers.
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Published online: Sep 25, 2015
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Professor, College of Economics and Management, Changsha University of Science & Technology, Changsha 410114, China. E-mail: [email protected]
Associate Professor, School of Mathematical Sciences and Computing Technology, Central South University, Changsha 410015, China. E-mail: [email protected]
Postgraduate, College of Economics and Management, Changsha University of Science & Technology, Changsha 410114, China. E-mail: [email protected]
Postgraduate, College of Economics and Management, Changsha University of Science & Technology, Changsha 410114, China. E-mail: [email protected]
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