Application Analysis Of The Marketing Strategy In The Projects Of(Zhangzhou)Zhongjun Lanwan Xiangjun

There's fierce competition in real estate development and sales in first-tier and second-tier cities in China.With the difficulty of land acquisition and stability of market,as developers grow,many developers start to shift their focus to third-tier cities in China,in ways to build up reserves and get strategic lands.However,to shift into third-tier cities,it is not enough to response to market pressure if you only have market experience in first-tier and second-tier cities.To seize opportunities and gain the initiative,you should be pretty resourceful.Since the sub-prime crisis in 2008,home prices across the nation have fallen.According to statistics,home transactions in 2008 have seen a steep drop over 2007,with an estimated decrease of 30 to 40 percent.There was real estate market malaise in third-tier and fourth-tier cities.Such crashes always seem bigger in memories of real estate developers.Therefore,after studying renowned real estate enterprises who leave local superior environment and resources,utilization of marketing strategies is essential to shifting into third-tier cities,branding and opening the market in suburbs after 2009 financial crisis that left the stagnant market.Based on this,the paper takes marketing strategies of[Zhongjun Lanwan Xiangjun]developed by Zhongjun Property in Zhangzhou,Fujian as the research object.The paper analyzes and summarizes relevant theories,so as to provide experiences for other local developers,and provide new reference ideas for new entrants for further development.