Research On Marketing Strategy Of ZHRG Real Estate Project

With the rapid development of the economy, the real estate market competition becomes fierce increasingly, the importance of the real estate marketing planning is growing. Developers who want to win in the fierce market competition, can only depend on in-depth analysis of market on the basis of research. The property market in shenzhen started relatively early, and it's development is relatively mature. Developers who want to win the competition, can only rely on scientific and rational marketing strategies.This paper selects ZHRG real estate projects as the research object, by using the STP marketing theory (including three steps as market segmentation, target market, market positioning ) on the project, based on the objective analysis of the external and internal and the competitive environment, with the analysis of the market segment, we can get the conclusion that the target client group of this project are the first time homebuyers and high-tech park white-collar workers. According to the target customer groups aimed at young analysis of characteristics of consumption, we cad clear and definite the project's image, customer orientation and product positioning. Finally by using 4ps marketing theory, we presentation the marketing strategy of this project on four aspects product, price, place and promotion. Among them, the product strategy is mainly analysed on five aspects such as overall planning, residence design, facilities, landscape and property management services. In analyzing of the real estate price influence factors and pricing method, we come to a conclusion that the project should adopt a lower price strategy at the beginning and higher price strategy while developping,and the price should depend on the competitive price and the feeling of the customers. The marketing channel options of this project include two forms of indirect channel (agent channels) and direct channel (network channel). Finally, the article studies on the application of promotion strategy of the project including advertising and staff promotion strategy.