Research On Marketing Strategy Of HQC Group’s AR Ancient Town Cultural Tourism Real Estate Project

Nowadays,cultural tourism real estate is developing rapidly and shows a variety of excellent characteristics such as strong mixed functions,high added value,and vast investment opportunities.It differs considerably from traditional real estate and thus has attracted the involvement of an increasing number of companies.As of the end of 2021,over half of the Top 100 property companies have set foot in the development of cultural tourism projects.As cultural tourism real estate has become the focal point of property companies and the property industry has gradually become a buyers’ market,traditional marketing modes no longer satisfy its current demands.After the strike of COVID-19,the marketing of cultural tourism real estate is facing mounting challenges.This research focuses on the AR ancient town cultural tourism real estate project of HQC Group and analyzes in detail the study background and operation performance.Based on PEST analysis,4Ps of Marketing,precision marketing,and other relevant marketing theories,this research carries out interviews and questionnaires to identify the problems in marketing strategies and the corresponding causes,formulate targeted marketing optimization strategies,and improve supporting measures of marketing plans for laying a solid foundation for the following marketing.This research not only offers guidance for the late marketing strategies of the project but also provides reference for marketing strategies of other cultural tourism real estate projects of the industry.