The Marketing Strategy Research Of Yingkou Zhongnan Century City Real Estate

Real estate industry is obviously distinct from manufacturing industry, because its marketing strategy has its own special characteristics. Specifically speaking, Real estate industry puts more focus on marketing than sales, especially tourism real estate. Due to its high-end orientation, unique population, fierce competition, it’s required that developers not only guarantee the quality of the project, but also adopt diversely customized package and marketing. Therefore, marketing strategic research for real estate project appears to be indispensable and valuable in some sense.Zhongnan Real Estate has built up 40 commercial properties in 25 cities in China, and it is innovative marketing mode that makes its properties win over the fastidious customers and get outstanding achievements. Yingkou Zhongnan Century City, the project that Zhongnan Real Estate has been working hard on in Yingkou Bayuquan for three years, has tremendous advantage in more reasonable price and superior quality, which are admired by a great number of customers who love living by the sea.Yingkou Zhongnan Century City is one of major projects that Zhongnan Group has developed, and it is also another strategic attempt for coastal tourism real estate. On the basis of organizing and allocating resources in the project, Zhongnan Century City project team has put forward a publicity theme for coastal life, "New Fashion, New Life, Metropolis", and launched a series of marketing strategy towards it.Based on marketing theory and real estate marketing theory, according to the principle of raising, analyzing, and solving problem, this paper is aiming to analyze and research the marketing strategy for Zhongnan Century City by using management methodology like theoretical analysis, empirical analysis, comparative analysis, market survey, field research and literature research.First of all, the paper generally analyzes the economic situation, the development of coastal tourism real estate, tourism housing market of Yingkou Bayuquan. Then, by SWOT analysis, project orientation, target customer selection, product policy, product pricing policy, advertising policy, marketing channel, innovative marketing mode, the paper studies the policies and innovative mode for marketing strategy in Yingkou Zhongnan Century City. Finally, the paper emphasizes studying and analyzing innovative marketing mode in Zhongnan Century City, such as the establishment of customer information system, sales model of leasing and selling, the development of retirement apartment, property management service, and comes up with constructive suggestions for project publicity mode to make Yingkou Zhongnan Century City become an up-scale, high-standard, high-quality coastal property, which can also provide abundant valuable experience for Zhongnan Group in developing coastal tourism real estate.