The Research Of "S International Community" Project Marketing Strategy On High-end Residential Of J Real Estate Company

For years, the property market is developed faster and faster. As the same time new program and new product classification are becoming.The definition of product classification is confused people. To the general public artificial advertising caused a misunderstanding, that is "Villa" is " High-end residences " absolutely. However, in recent years on the real estate market stacked to spell two-story apartment is filled with 120 square meters. It’s also named "Villa". With researching further, the author find this type of Villa reduces the space and comfort. Therefore, correcting the existing definition of confusion of "high end" is necessary.In real estate marketing, most sales staff working on the front line didn’t learn course of formal marketing system. So facing product diversification and complication is very great distress. In practice, what home products can be named "high end", what method should be used for marketing, those problems are often problem.On basic theory of marketing 4P marketing theory,4C marketing and combed 4R marketing theories, the author identifies the useful points of the theory to real estate marketing. After investigating existing high-end residential project on the real estate market in Qingdao, the author summaries design of products and marketing strategy. Using SWOT analysis to "S international community "program’s strengths, weaknesses, opportunities and threats. Finally complete "S international community" project design and marketing strategy. Deepening of some existing marketing strategies to complete the theoretical generalization of high-end residential project marketing and promotion, and presents new ideas.Promoted in marketing, the author analysis and researches "experiential marketing" point, and the areas which needed attention. For experiential marketing in a sales stage, for instance, after the arrival of the same property services, and project showcase, visitors, like watching a movie, seeing yourself after moving portrayal of real life. Broadens "circles policy" by correcting the original narrow concept "circle marketing" means "people person". Through homogeneous or analogous brand targets customer groups more accurately, grafting of sports and cultural activities. In the "campaign", the old simple sponsorship ideas takes the place of more attention to active sports activities, more in line with the target customer group circle where daily habits and concerns, which greatly improves the promotion of utilization of funds. Innovation of "Internet marketing strategy" will be promoted with dedicated web site promotion and more popular Twitter or WeChat application based mobile APP. More information for the target audience can see the project and more convenient for the public to understand the project’s uniqueness and high-end positioning.