"Neo-bronze" Project Diversified Strategy Analysis And Evaluation

Since middle 1990s, along with the housing policy reformation and acceleration of city development, the competition in the field of real estate has become furious. More real estate development companies entered Chengdu market with prosperous products which shows a homogeneity trends. In the meantime, customer has new requirement for real estate products. Besides the quality, space and function, more attention has been paid to the value-added, e.g. brand, taste, life style and facility management, etc.To be complying with this special economic situation, Chengdu LW Company has promoted the housing project of "Neo-bronze" in 2002. Through scientific marketing investigation and plan, diversified strategy in products, service and image has been implemented to satisfy the higher marketing requirement. The project has achieved its target and received better economical benefit compared with other similar projects in the same period. "Neo-bronze" project has built up a good brand image for Chengdu LW Company.This article is aiming to study "Neo-bronze" project, through the project plan and project implementation during 2002-2004. It studied the city real estate marketing development in Chengdu, analyzed theneighborhood environment of "Neo-bronze" project. Through segmentation market investigation and analysis, the "Neo-bronze" project was set up as diversified strategy positioned project. This article explained in detail the diversified strategy of "Neo-bronze" project in the real estate developing philosophy and product (project plan, garden view, apartment design, community service supply etc.), image (project name, promotion method etc.) and service (facility management). This article also discussed the implementation method, main character and conditions and how to avoid mistake during implementation of diversified strategy.This article is aim to study how middle and small size real estate enterprises and newly established real estate enterprises achieve success through diversified strategy, as well as providing reference for enterprises to explore developing ways in the furious competition.