A Study On Target Marketing Strategies Of ZD Real Estate Company In Jilin City

The firm ZD was established in 1984 with its headquarter in Changchun, Jilin province. Through more than twenty years hard working and initiative management, it has developed into a group company with thirteen subsidiaries which operate in the fields of real estate, chain super market, chain drug store, financial services, hotel management, and etc. Its real estate company has made staggering progress since establishment.Based on marketing principles and data collected in the marketing research, this paper studies Jilin project's target marketing strategies of ZD Real Estate Company. This paper consists of five parts:Part one is the introduction part. It introduces writing background, the main problems to be studied, the method used and also the significance of writing the paper.Part two studies the current marketing situations in Jilin project of ZD Real Estate Company. Shouldering the mission"to create a new life style for the majority", believing in the ideas of brand-marketing,cultural-marketing,district-marketing,integrated marketing and profession-marketing, ZD Real Estate Company provide a kind of comfortable real estate of high quality. While there is still unreasonable points in the company's organizational structure, which causes many such problems as futile communication, wastes of the resources, and so on. Part three gives a systematic evaluation of the organization's internal strengths and weaknesses and external opportunities and threats. Using SWOT analysis theory, this part tells the strengths and weaknesses of the Company, and the opportunities and threats existing outside the company. At the same time, this part analyses the consumer behaviors characteristics. The result is that ZD Real Estate Company should exploit its own strengths, reduces its own weaknesses, make use of the outer opportunity, and be away from the treats. It should match its strengths with the opportunity and deliver the most satisfaction to its target customers.Part four studies the target marketing strategies of ZD Real Estate Company in Jilin city. This part first analyzes its target market. then, based on the previous study, this part designs its target marketing strategy: product strategy,price strategy,place strategy,and promotion strategy.Part five studies the measures which can ensure the successful performance of the target marketing strategies. It tells that a series of methods should be made in order to face the problem that occurs in the running and management of the project.ZD Real Estate Company will construct twenty five such project in the future five years, and the study will provide a useful suggestion for the sustainable development of ZD Real Estate Company.