The Research On Marketing Strategy Of F Group’s Huizhou Project

In recent years,with the acceleration of China’s entry into an aging society,the demand for elderly care in China continues to increase.In the process of refined development of traditional real estate,there have been real estate projects with a special theme of health care,that is,real estate projects that combine multiple functions such as vacation,elderly care,medical care,and real estate.In 2012,the wellness valley project invested by the well-known real estate brand FL Group in Longmen,Huizhou,opened,which is one of the pilot projects that FL Group has arranged in the wellness real estate field.This article will take the F Group Project as the research object,and use PEST analysis method to analyze the political(P),economic(E),social(S),and technological(T)environment in which the project is located,in order to determine the current situation faced by the project.On this basis,the SWOT analysis method is used to analyze the strengths(S),weaknesses(W),opportunities(O),and threats(T)of the F Group Project.Based on these analyses,the STP marketing strategy is used to analyze and summarize the problems of the Project in market segmentation,target market and market positioning.Through analysis,it can be concluded that the current problems in F Group Project include: unclear product positioning,high income groups in Guangzhou,Shenzhen,Dongguan,and Huizhou being the target market for the Project,but still following the traditional real estate marketing approach in its marketing strategy,failing to integrate "health care+real estate" and highlighting its product advantages;The way of information dissemination is not smooth enough.The Internet is the main way for the audience to know about the F Group Project.However,whether on the F Group website or the official We Chat official account,there are few information introductions about the F Group Project.At the same time,the information channels for offline consumers to understand Longmen Health Valley are also very closed,and almost all real estate sales or travel agencies rarely see marketing information about the F Group Project;The product positioning is not clear enough,and daily health care is a hot topic of concern for the whole people.The F Group Project has rich hot spring resources and medical resources,but in its marketing,it rarely uses hot springs as its own product transmission advantage,linking real estate to build a supply and demand chain for health care real estate.At the same time,the project also faces issues such as insufficient experiential marketing for consumers and poor product regional marketing.In view of the problems summarized,the 4P marketing mix strategy is used to propose specific strategies for the F Group Project for reference: in terms of product strategy,combined with the consumer habits of the F Group Project audience who value health care projects such as hot springs,and on the basis of improving the health care services such as hot springs,the system of exclusive membership of health care service consumers after house purchase,the system of consumer group enjoyment of health care services after house purchase Pre purchase health care services,consumption points system,and other product services,providing different product choices tailored to the needs of different consumer groups;In terms of pricing strategy,establish a system of linking the purchase of a house with the amount of health and wellness consumption points.The more health and wellness consumption,the greater the discount that can be enjoyed when purchasing a house.Secondly,different housing sources have different pricing;In terms of channel strategy,through the combination of self sales channels and conventional real estate sales;In terms of promotion strategy,establish a multimedia promotion matrix and provide specific promotion plans based on the characteristics of online and offline marketing.Based on the actual situation of F Group Project,this article proposes optimization strategies for its health care real estate business marketing,in order to better improve the performance of the F Group and promote the healthy and sustainable development of the Project.At the same time,I also hope to provide reference ideas for the development of health care real estate in China,and help build a harmonious society with "a sense of security and happiness for the elderly".