Analysis Of Consumer Buying Behavior And Enterprise Marketing Strategy Of "Migratory Bird" Elderly Care Tourism Real Estate In Hainan

Under the background of aging population,the organic combination of tourism real estate and pension real estate has formed the integration mode of "pension + tourism + real estate" three industries,namely,pension tourism real estate,as a subdivided "migratory bird" pension tourism real estate is also conceived.The organic combination of these three not only reduces the pressure of social pension,It has also injected new vitality into the development of the real estate industry.Known as the "paradise of migratory birds",Hainan also attracts a lot of "migratory birds" elderly care crowd relying on its unique tourism resources.However,with the continuous entry of elderly care tourism real estate enterprises,the constant changes of real estate economy and policy adjustments,the competition in Hainan’s real estate industry has intensified.As the "migratory bird" pension tourism real estate market continues to mature,under the new economic development trend,the focus of competition between enterprises is no longer all on products,but slowly turns to customers.Customer resources will become the core competitiveness of enterprises,and the core of marketing is the analysis of consumer behavior.Analyzing the consumer behavior of "migratory birds" old-age tourism real estate can not only enable enterprises to adopt modern marketing concepts more accurately and more targeted,and be recognized by the society,but also enable real estate enterprises to understand and predict the purchasing behavior of consumers by analyzing and studying the unique psychological behavior characteristics of consumers and the current situation of the consumption market of "migratory birds" old-age tourism real estate.Thus to a certain extent,it provides the basis for its development decision and marketing countermeasures.First of all,the paper expounds the background and significance of the research,and collates the domestic and foreign pension real estate and marketing countermeasures,and makes a theoretical summary of it.Secondly,it uses PEST to analyze the macro environment of "migratory birds" pension tourism real estate in Hainan,uses Porter’s Five Forces Model to analyze the competition environment within the industry,takes full account of the marketing environment,and finds out related factors.Then,questionnaire survey is adopted to investigate and analyze the purchasing behavior and business operation of consumers of "migratory birds" old-age tourism real estate in Hainan.It is analyzed that the purchasing motives of consumers of "migratory birds" old-age tourism real estate in Hainan are mainly reflected in living costs,health needs and social interaction demands.The consumer behavior of the "migratory bird" tourism endowment real estate in Hainan is characterized by complex purchase motivation,high attention to convenience of life and health care,pursuit of freedom and individuation,moderate price sensitivity,traditional access to information,etc.,as well as the marketing status and problems of the "migratory bird" tourism real estate in Hainan.Based on the consumer characteristics and marketing problems of the "migratory bird" tourism real estate in Hainan,This paper puts forward marketing countermeasures from six aspects: product,price,channel,promotion,service and experience.First,product positioning is accurate and life style is highlighted.Second,the pricing reflects the characteristics,diversified payment methods;Third,set up the Internet thinking,build a comprehensive channel marketing network;Fourth,expand differentiated experience and strengthen social soft promotion;Fifth,cultivate the concept of healthy life and carry out all-round services for the aged;Sixth,technology interaction,a comprehensive display of life experience.The marketing strategies and countermeasures proposed in this paper can be applied to the "migratory bird" pension tourism real estate sales in our major tourist cities,which has certain reference function to the whole industry."Migratory bird" pension tourism real estate related enterprises can combine their own products and market positioning to choose appropriate strategies,but lifestyle marketing,omni-channel marketing and differentiated experience has become an important trend of industry development,which is also the only way for "migratory bird" pension tourism real estate enterprises to improve their competitiveness.