Research On Differentiated Maketing Of Real Estate Projects In Medium And Small Cities

With the fast development of China’s urbanization, the government has made an effective rectification on the speculation behavior in real estate. So the focus on real estate is transferred to medium and small cities from first major cities. After entering these market, Some real estate companies have made great achievement, but some companies are acclimatized to produce a variety of problems.To solve this problem, the paper discuss characteristics on medium and small urban real estate market, opportunities and possible risks. And by analyzing deficiencies of project marketing on small and medium cities, the paper try to identify problems for small urban real estate project marketing at this stage. Meanwhile, the paper analyze positioning, branding, product design, marketing channels, advertising strategies of urban real estate projects for small and medium target market, and propose several solutions. Research shows that only through careful market research to understand the urban characteristics, customs, suitable local product design, marketing mode, transmission and forms of advertising,real estate projects of small and medium cities may have succeed.The paper use the empirical study on San Xi Tang project in Heze city, which elaborate and analyze the mothed and process of differentiated marketing. Thus, the companies who have been successful in business or in the small and medium cities have established local brand awareness of enterprises; both are inseparable from the project of marketing innovation and differentiation.The paper attempts to research the differentiated marketing combined with sales of real estate projects in small and medium cities, which are useful for innovation on real estate marketing in the small and medium cities. The paper summarize scientific and practical conclusions on small cities differentiated marketing,and make theoretical and operational framework, which could provide useful help for real estate development companies. The innovation of the papers is combining differentiated marketing with the real estate market of small cities, with changes in the past only for theoretical research benchmarking enterprise or a single project approach. Meanwhile, by practicing the actual project marketing theories and methods of differentiation, the paper hopes to give some useful suggestions on how to improve project marketing practice.