Research On Marketing Strategy Of Zhangzhou Yuanbo The One Resort

In recent years,with the continuous upgrading of accurate regulation and control of the real estate industry and the impact of the COVID-19 epidemic on economic development,coupled with the rational and diversified consumption needs of residents,the market competition game has become more and more fierce.With the rising prices of lands and houses in and around the core cities,how developers guide consumers to find a more suitable housing price sector has become an important topic in the current real estate industry.How to find the right product positioning,create characteristic highlights,and rationally use marketing strategies are particularly important for real estate development enterprises.At present,Zhangzhou Port Area has accumulated a large number of housing resources due to the retreat of the development and construction boom in the past decade.The pressure of real estate projects in selling the houses is huge,and the sales situation of real estate projects is very serious.This paper took Zhangzhou Yuanbo The One Resort project as an example,combined with relevant marketing theories and analysis tools,trying to investigate the current situation of project marketing and listing the problems existed in the marketing strategy of the project.In addition,This paper used the STP analysis method to clarify the target market positioning as well as offer marketing strategy suggestions and formulate corresponding guarantee measures from different dimensions including regional marketing segmentation,main customer group segmentation,and product demand segmentation,etc.This article found out that there are some problems in Zhangzhou Yuanbo The One Resort project such as unsatisfied housing purchase experience,excessive pricing in price strategy,relatively traditional and single marketing channels,and insufficient incentive mechanisms in promotion strategies.After analysis,this article supposed that the target market of Zhangzhou Yuanbo The One Resort project should be placed in Xiamen and surrounding regions.Moreover,this project should attract more improved customers with limited budgets but high expectation of life quality by creating cost-effective and high value-added products.Furthermore,in terms of product strategy,this article suggested that the project should highlight the characteristics of ultra-high gift rate units,strengthen the architectural style of southern Fujian,emphasize mature supporting facilities and scarce landscape resources,and improve the level of property management services.In the category of price strategy,this article suggested that the project should enter the market at a low price,promote high strategy gradually,and adopt different pricing strategies according to different sales stages.Additionally,in channels selection category,the project should focus on customer-oriented distribution,strengthen the adoption of Internet communication technologies such as live streaming,and integrate and implement multiple channels strategy.When it comes to promotion strategies,the articles supposed that the project should strengthen the incentive mechanism as well as organization of activities in the circle.In order to ensure the smooth implementation of marketing strategies,corresponding measures need to be matched,such as optimizing the marketing organizational structure,establishing a target responsibility assessment system,and strengthening project process management.This research was aimed at optimizing the marketing and promotion strategy of Zhangzhou Yuanbo The One Resort project and improving the sales performance of the project as well as providing reference for formulating and optimizing marketing strategies for other real estate projects of same type.