The Study Of YX Real Estate Company AO CHENG Project Marketing Strategy And Implementation Of The Program

Real estate is very important for the national economy.It plays important roles particularly in improving the living conditions of residents,increasing economic efficiency,promoting employment and accelerating urban development.The main content of this thesis is to study the YX real estate company’s marketing strategy and floor plan.Aocheng project started from the market positioning and aimed at opening a new era of Taiping living.The project achieved this by locating in the center of Taiping with the best regional supplies,possessing innovative high value-added products system,fitting with the Olympic tourist town theme highly,the value of hillside property and the credit guarantee of brand developers,etc.Aocheng project also analyzed the value of the project and designed it to implementation and ensure its success,such as the analysis of the conventional value of the project.It included the following aspects.First,lot factor value project is located in a core area of Taiping.Taiping,located between Anning and Kunming,has a pleasant natural environment,which is 22 km from Kunming and only 20 minutes’ drive from the main city of Kunming.Manfield Star City,Light Mountain City Plaza and other projects with perfect supporting facilities around have matured.Second,Anning,positioned as Kunming garden,was developed early and had clear units.Taiping relied on its superior natural environment as well as traffic advantages and became the first choice for high-end residential suburbs of Kunming client.Third,Aocheng project also has the value of land element.The project has a moderate geographical area and lays a good foundation for separate operations.Also,the area has excellent natural ecological environment with good natural environmental resources.What’s more,a large stadium is under planning and construction around the project,which facilitates the perfect combination of natural,modern and dynamic vitality.Finally,the land inside has an advantages of good landscape with high vegetation coverage rate.And that can form good ecological villas and become the project characteristics.Fourth,Bustling Hill project covers an area of 242 acres overall.The project has the value of low density gold property which constitutes semi-detached,townhouses and high-rise houses.Then,the attractive supporting value of Aocheng project was analyzed.It is convenience near the downtown light rail.And it is close to stadium facilities which are good for physical and mental health.Last,it has a wetland park which makes contributions to improve the ecological environment and people’s self-cultivation.On the basis of location and value analysis and market research,the thesis analyzed the core customers,key customers and free customers of Aocheng projects and proposed appropriate marketing strategies for different customers.According to the above analysis,the thesis designed product strategies of Aocheng projects,including large villas,cottages,houses and high-rise,and also developed pricing strategies for different products through comparison method.The last part of the paper,from the perspective of marketing master control and action plan,designed and formulated the action plan of Aocheng project marketing in order to ensure the smooth implementation of the project forward,with a combination of the time node,themes and events.