Marketing Strategy Research Of CK Land Changshu Project

With fast-speed development of the economy in our country, people's income level increase by a large margin and people's need for housing reinforce simultaneously, which lead housing style into diversification and personalization. Thus high-end residence has been a sustained consumer hot. Without mature practical experience and marketing theories to be used in view of a short history of these high-end residences developed in our country, the developers of the high-end residence have to face a major issue concerning how to carry out an empirical study aimed at consumption need of this kind of high-level group and to build up an effective marketing strategy to cater for the market and to attain the enterprise value. Since entering into 21th century, an apparent regional disparity exists in the development of China's real estate:keen competition and limited space in first-tier cities compared with a sharp rise in second-tier cities. Many big property developers positively intensify land reserve in second-tier cities, struggle for professional talent, expand brand promotion, make full use of all the advantages, constantly subdivide the market and position marketing strategy accurately, not only to achieve good performances in project selling but also to lay a solid foundation for the future development.This text, based on the domestic and foreign marketing theories, as well as the current status of CK Land, states the content with four steps:study and research the key concept of main marketing theories home and aboard, also on their development and applicability in marketing; deeply analyze the marketing strategy of high-end residential projects selling in second-tier cities; study consumption need of high-end residence and potential characteristics, psychological preferences and degree of satisfaction of consumer groups; finally, based on the comprehensive analysis cited case of CK Land Changshu high-end residential project, conclude workable integrated marketing strategies in high-end residential marketing that are applied in the second-tier cities.