Kaya International New Town Project Marketing Strategy Study

The current competition of the real estate market is very fierce in Jishou, Many buildings have been listed in real estate market received good repercussions. But they have a lot of in common so that a very wide space was left for "differences". So, high-quality marketing strategy was needed for highlighting the advantages and characteristics of the "differences" strategy.Caia International City has excellent geographical location. In order to ensure the success of this project and, to meet customer demand and make the estate marketing successfully according to the market status in Jishou, this paper, combined with the regional development planning, China's macro-economic performance and regional characteristics of the consumer, analyzed the basic information of this project and its developer and employed the marketing mix theory and the theory of SWOT to analyze and discuss the marketing strategy of Caia International City. This paper, at first, analyzed the regional economic development in Jishou City, regional economic conditions and industrial policies and, also employed the SWOT theory to analyze the region's real estate market, the major competitor, and the market competition environment which Caia was facing. Then, this paper made out the target customers and the CI of this project and, carried on the marketing strategy study of Caia.Based on a random survey which regarded the Local residents as subjects, this paper analyzed and summarized the customer characteristics and competitive market overview, the main conclusions are: (1) in Jishou City, the purpose of buying a new house, first of all, is to improve the living conditions, followed by other investment needs. (2) The results of SWOT analysis showed that the Caia, compared with other competor, has comprehensive advantages which mean the Caia has an important foundation for the success of the marketing strategy. (3) This paper also put forward a systematic marketing strategy which includes products, pricing, place and promoting strategy.Finally, this paper, in accordance with the marketing strategy, point out the implementation and key points of the each stage when the marketing strategy was to carry on.