Research on The Marketing Strategy of D Project of Huludao
J Real Estate Company
Abstract
D Project of J Real Estate Company, an important project in Northeast core
economic belt is located in Huludao City, which is a mid-to-high end real estate project
mainly on housing, leisure, health preservation and large-scale entertainment. This
thesis aims at increasing the market share of D Project in Huludao real estate market,
accomplishing the sales targets of Project 6 and Project 7 as soon as possible, achieving
the fastest recycling of economic benefits and realizing the value of D Project. Taking
Project 6 and Project 7 as examples, this thesis is based on the sales experience of
Project 5, the marketing theory and the status quo of domestic and overseas
development. The author starts from the actual situation, concerns the national policy
and the requirements of the market background and lays emphasis on the in-depth
analysis of marketing strategies. By means of literature review and SWOT analysis, the
author develops the marketing strategies which are suitable for the development of D
Project.
This thesis consists of six parts. The first chapter is the preface, which makes an
analysis of the national real estate policy on the macro level and gives a general
direction for the marketing strategies of D Project. This part also makes an accurate
analysis on the meaning of implementing a reasonable marketing strategy, thereby
draws the necessities of implementing the adjusted marketing strategy on Project 6 and
Project 7. To begin with the theory, the second chapter introduces the related marketing
theories on real estate systematically. The third chapter centers on a detailed analysis on
the marketing environment of D Project. In this part, the author compares the
development of the fore five projects and the construction of Project 6 and Project 7,
evaluates the scale of J Real Estate Company and studies the background, the market
opportunity and the development status of competitors. The fourth chapter presents
corresponding marketing strategies for Project 6 and Project 7. Taking the specific
marketing strategy as the starting point, the author analyzes the requirements of
consumer groups so as to position its market, define and complete the marketing

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strategy. The fifth chapter offers guarantee measures and proposes a reasonable solution,
which mainly concern the prediction and the risk aversion in the sales process of D
Project. The sixth chapter draws a conclusion and expects the prospect of D Project.

Key Words: real estate, marketing mix strategy, SWOT analysis, market
segmentation