Research On The Marketing Strategy Of Healthcare Tourism Real Estate Of Juyi Company

With the growing of the tourism real estate market,the competition in this area is increasing.Meanwhile,the related projects are facing the following risks:(1)Risk of differentiated product strategy.The products provided by the company are mostly server for high het worth individuals,most of whom are lived in the super tier cities,and these customers have international vision,in hence the global products need to be differentiated positioning;(2)Risk of operational resource integration.The company is in the transition phase,from traditional real estate industry to operational service industry.It is necessary to integrate international advantageous resources in time to provide better services for target customers.(3)Risk of development speed: in reality,most of the domestic real estate industries are doing the similar transition,and the industry service standards are rapidly improved,so the company is facing strong competitive pressure.(4)Risk of service capability: most of the cultural and tourism projects are operated on a large scale,and the developers must act several different roles: level 1 and level 2 co-development,hotel service provider,holiday facilities products provider,travel agencies,etc.With the rapid growth of business,it will have big challenges on labor cost,quality control during project investment.(5)Risk of innovation capability: operational service projects are not once for good.With the development of social economy,various kinds of high-quality life service projects are emerging in endlessly,which also brings new pressure to the company’s continuous operation innovation.Therefore,we choose Juyi company as the research object,based on the relevant theories and practical experience of domestic and foreign resort real estate,analyzing the existing marketing problems of this company,digging the deep level issues in the projects,and then to build up the marketing strategy to meet the development needs of Juyi company for next stage.we proposed products strategy,fixed price strategy,marketing chancels strategy and promote sales strategy relating to the STP Healthcare project,and digging the deep level issues in the projects,and then to build up the marketing strategy to meet the development needs of Juyi company for next stage.