Abstract: In recent years, the development momentum of China's real estate industry has become more and more rapid, and the competition among industries has become more and more fierce. In order to make their own enterprises occupy a place in the market and gain profits to further develop their own enterprises, developers have begun to realize the importance of real estate marketing planning. Starting with the basic concepts and contents of real estate marketing planning, this paper expounds the misunderstandings, countermeasures and development in real estate marketing planning, and further analyzes the practical application of specific project cases.

Keywords: real estate real estate marketing planning

introduce

Over the past 20 years of reform and opening-up, the housing reform in China has been deepened and the real estate market has gradually developed. In 2006, China's economy continued its steady development in 2005 and continued to show a high growth trend. Therefore, as a pillar industry of the national economy, the real estate industry also moves with the trend and still plays an important role in stimulating economic growth. However, with the rapid development of the real estate market, the competition in the real estate industry is becoming increasingly fierce. As an important link and means in real estate development, real estate marketing has been paid more and more attention by developers.

Under the condition of modern market economy, those real estate developers who can win in the competition, because they understand the needs of the market and target groups, develop real estate projects according to the market demand, so as to finally gain profits or occupy the market and promote the continuous development of enterprises. But at present, many developers still lack the concept of customer-oriented, and the houses put on the market do not meet the market demand. Marketing planning is the intermediate link between market demand and project development and construction, and it is an effective means for developers to turn potential market opportunities into realistic market opportunities, so as to realize the self-development of enterprises. Therefore, it can be said that real estate marketing planning is the key to the success or failure of real estate development and operation.

1 real estate marketing planning

1. 1 the connotation of real estate marketing planning

Real estate marketing planning is a systematic project, which co-ordinates all real estate sales and promotion. It is a process for real estate developers to optimize the combination, make plans and implement it as a whole on the basis of environmental analysis in order to achieve the ideal promotion effect. The marketing work of a new real estate can generally be divided into three periods: before, during and after, and each process and link is very important. If a building wants to succeed, it must have the concept of overall marketing and carry out the so-called "overall marketing" and "overall marketing" [1]. Therefore, real estate marketing planning not only includes the analysis of real estate marketing strategy and tactics, but also includes a series of planning work such as investment location, property theme, planning and design, dealing with the mess, finding a good planner and so on.

Although the real estate industry is developing rapidly at present, many business ideas can't keep up with the development of the industry, which seems relatively backward. Some real estate developers blindly follow the trend, and the residential goods developed and built simply do not meet the market demand, resulting in a large number of houses being idle. For example, the "villa" fever that blew up a few years ago [2]. Therefore, in order to survive in the fierce market competition, real estate development enterprises must conduct in-depth research and analysis of the market and "produce on demand", so real estate marketing planning is particularly important.

1.2 characteristics of real estate marketing planning

1.2. 1 "People-oriented"

The primary problem faced by real estate development enterprises is to make the developed real estate products meet the needs of customers, thus promoting sales, increasing profits and speeding up capital turnover. Therefore, real estate development must be a marketing plan that first emphasizes "people-oriented". Confucian benevolence in ancient China and western humanism provided a solid cultural foundation for the concept of human nature in real estate marketing. All business activities of enterprises must focus on consumers' wishes, needs and values, which is the foundation of real estate marketing planning.

1.2.2 real estate marketing planning is a combination of various ideas.

Idea is the soul of marketing planning, and the leading ideas of contemporary real estate marketing planning generally include [3]:

Ecological concept. Since modern times, the pollution of the earth's environment has become more and more serious, which objectively requires that real estate development must establish the ecological concept of sustainable development, which not only provides more suitable living space for human beings at present, but also paves the way for the development of our future generations.

Intelligent concept. With the rapid development of human science and technology, real estate development has gradually shifted from the traditional brick habit to the application of various new materials, and the functions of buildings have also diversified, providing people with more services [4].

Investment concept. Investing in real estate has increasingly become a means of investment preservation chosen by more people.

1.2.3 Strategies and means are the life of marketing planning.

Real estate finally needs to realize its own value through the market reaction, so the reasonable strategies and means adopted in marketing planning have become the touchstone of "testing the truth". Through the combination of various marketing strategies such as product strategy, pricing strategy, promotion strategy and channel strategy, and then relying on marketing means to make it concrete, the final result will be satisfactory [5].

1.3 real estate marketing planning function

1.3. 1 accurate decision

Real estate marketing planning can be used as the staff of real estate enterprises, so that enterprises and entrepreneurs can make more accurate decisions and try to avoid deviations in project operation.

1.3.2 Enhance competitiveness

Real estate planning can enhance the competitiveness of real estate development projects, making them a shoo-in and invincible. In the current fierce competition in the real estate industry, real estate planning can give full play to its own advantages, enhance the competitiveness of the project and win the initiative.

1.3.3 Enhance innovation ability

Real estate planning can explore and solve enterprise management problems and enhance the management innovation ability of enterprises. Planners follow scientific planning procedures, help real estate development enterprises to carry out management innovation, and explore effective ways to solve management problems from the problems of real estate development projects.