YH real estate company \
|School||Kunming University of Science and Technology|
|Keywords||Real estate Project Whole course marketing Strategy Tactic Planning|
Real estate marketing planning is developed with gradual development of real estate market of our country,and is being paid more attention to,is becoming an important component of the research field of real estate.To real estate enterprise,the ability of real estate project planning is the direct embodiment of its managerial skill.In a situation that real estate market transforms into buyer’s market and the market competition becomes fiercer and fiercer,the level of planning is the level of the profit,even the level of the survival ability. Real estate planning has a history of ten years.But relevant theories are unripe,still at the stage of exploring.So the study on real estate marketing planning is with important and realistic significance.Analyzing the present research situation of marketing plans overseas and domestic and take the marketing planning of the "126 project" for example,take the qualitative and quantitative analysis on real estate marketing planning.In the first place,puts forward the way of thinking and method of "the whole course plans",defines the point of real estate marketing plans consisting in the enterprise marketing environment analysis,project marketing environment analysis,strategy planning and tactic planning.Secondly,the content includes enterprise SWOT analysis,competition analysis;project marketing environment analysis(macro-environment analysis and micro-environment analysis); project development strategy planning,financial strategy planning,development model planning,product positioning planning;product planning,price planning,place planning and promotion planning.At last,taking stage measure and calculation,then correct the plan.The scientific and systematic mode of "the whole course plans" benefits to the work that norms real estate plans industry and develops the function of real estate plans industry more availably and increases the ability of the real estate enterprise.It’s extremely important to master the mode of "the whole course plans".