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kjkj（kjkj） With the rapid development of real estate, real estate marketing planning, planning develops fast, but in practice, most developers still alone to run the project, run and run loan sales, is still a simple mode of operation, there is no real sense of marketing and planning. Real estate developers feel positioning has been an established fact after the planning, is more of a marketing planning and sales promotion. At the same time, because of the real estate market increasingly high degree of personal consumption has become the mainstream of the market, master plan rely on ideas era has passed, all kinds of professionals in the use of advanced information system, through the integration of real estate resources rational operation, three-dimensional operations, scientific, rigorous, standardized the operation principle of the whole real estate planning become the. First, the concept and essence of marketing planning, Japanese planning experts and Tian Chong planning definition is: planning is through practical activities to obtain better results of intelligence, or intelligent creative behavior. It is to be on the internal and external environment to analyze accurately and effectively use various business resources, design and implementation plan for the marketing activities of enterprises in a certain period of time, the behavior and specific scheme. Marketing planning to use marketing and related theory, based on market research as the premise, starting from the needs of market competition, the enterprise can use the scientific allocation of resources as a means to develop is a feasible marketing plan and organize the implementation, to achieve a predetermined target marketing. In the process of planning, creativity is the soul. Planning, guiding, integrating (dynamic, integrated, integrated), functional, operational, hedging. Two, real estate marketing planning concept of the planned economy era, we have only a simple real estate concept, a long period o