STP Strategies Application During X Company A's Project Marketing

Started from SPT strategy (S-Segmentation, T-Targeting, P-Positioning) put forward by the ninth edition of Marketing Management of Philip Kotlers, this thesis explained the formulation and source of STP strategy basic theory briefly, It also introduced SWOT Matrix, Five kinds of Competitive Strength Model which would be used as applicable analytical methods in this article.The domestic real estate develops rapidly at present, but a lot of questions exist. Especially the application of the marketing theory, a lot of mistaken ideas exist yet. Especially the application of STP theory in the real estate trade is still in probing and study stage. Based on the current situation of Real Estate in domestic market, it analyzed the main problems of the marketing plan of Real Estate in great detail. According to the present situation of domestic development of real estate market and combining the intrinsic characteristic of the real estate products, it studied how to use STP strategy in Real Estate marketing area such as analyzing Real Estate projects, the rivals in this field, the market segments and localization of products, evaluating the segmental market, selecting target market and locating market goal. And it also explained the procedure and methods of how to use STP strategy further.Combining the reality of X company's A project, this thesis systically analyzed A project thoroughly in the light of STP strategy. In carrying on the foundation of analyzing to the macroscopical environment of the market of the real estate tentatively, against the concrete conditions of the area of the project, using five kinds of strength competition models of Potter's, to the thing that the rival in the future of a project has carried on overall analysis, judgment in this area; Using multiple- factors subdivide the market; On the basis of setting up" the market supply - demand model", evaluated the segmental market using SWOT;And then using relevant analytical means freely such as Market Prediction, Key Competitive force, Localization of Consciousness Graph and Five kinds of competitive strength model of Mr. Potter's etc, carried on STP strategic analysis.On the prerequisite of thorough study of marketing plan of X company's A project, it successfully located the market image, product function, customer groups, sales price and house structure of X company A's project. Have defined the marketing plan strategy of the whole project.On the basis of fully absorbed existed research achievements of civil and abroad, ithas set up tentatively a specific applicable models of project marketing management applicable to X company. And, it has set up a frame strategically for studying further and analyzing STP of the real estate.