Research On The Marketing Strategy Of Evergrande Zhengzhou Health Valley Project

The elderly service industry has developed extremely rapidly in recent years.Since the initial establishment of the elderly service system,the elderly consumer market has been formed,and the elderly cause has also achieved very good development.At the same time,the development of industrialization,the increasing aging of the population,changes in lifestyles,and the process of urbanization have brought many new opportunities and challenges to our country.China’s pension industry also has significant problems such as insufficient supply of pension services,imbalanced urban and rural development,and imperfect market systems.The research object of this paper is the Evergrande Zhengzhou Health Valley Project.Through its marketing environment and using the experience brought by successful healthy real estate at home and abroad to optimize the marketing strategy of the Evergrande Zhengzhou Health Valley project.Analyze the background of healthy real estate,and its significance for social development and the development of Evergrande Group.First of all,the theory of customer perceived value in health marketing theory is introduced.7PS is the marketing mix strategy theory,which lays the theoretical foundation for the marketing strategy of Evergrande Zhengzhou Health Valley Project.Secondly,it introduced the general situation of Evergrande Group and Zhengzhou Health Valley.The third chapter analyzes the marketing environment of the Evergrande Zhengzhou Health Valley Project,draws on the successful experience of high-quality and healthy real estate at home and abroad,and further analyzes the industrial technical environment,social environment,location environment and economic environment of the Evergrande Zhengzhou Health Valley project.Compared with TaiKang Community,a Taikang pension community in Henan Province,a SWOT analysis was performed on the project.In Chapter 4,market research and analysis of the target customers were conducted to determine the market positioning of the Evergrande Zhengzhou Health Valley project.Then,based on the research results of the above four chapters,based on the existing problems of Evergrande Zhengzhou Health Valley,put forward marketing strategies such as product,price,channel,promotion,personnel,service process,and physical display.Finally,the conclusions and prospects of this paper are summarized.