The Research On STP Strategy Of A Company In Xi'an

The real estate industry in China has been developing in a high speed since Reform and Opening in 1978. However, some problems always puzzle its development in which subdivision market, target market and localization are ignored takes an important place. A company is a young private enterprises in Xi'an where the same problems in marketing are significant. For better competition, A company has to subdivide the real estate market and choose one or two parts available. Based on the above work, all the resource are focused on to get competition advantage according to the accurate localization.The modern market marketing theory and the method have been used in this article .After literature review development environment in and out A company is researched deeply and SWOT theory is to be the main tool to analyzed the situation faced A company which include strength, weakness, opportunity and threat. Then with help of STP marketing theory material strategy and suggestion are advanced so that the most conclusions of the paper are as follows. Firstly, A company could get in the better target market only it has subdivided the market in real earnest while the company could combine its strength and market needs better with the help of available target market. Secondly, in the market subdivision stage the Paper has classified and filtered the subdivision variable of the residence market by using the method of three level Subdivision models with system cluster analysis. In succession, the Paper sums up certain universal subdivision variable for the purpose of subdividing the real estate market and describing the characteristic of every subdivision. Thirdly, the GE matrix method is used in the paper to appraise the subdivision market respectively and the target market is chose according with development characteristic of the project. Fourthly, in the final localization stage, the variable "Customer Satisfaction" is established to help improve project localization. Fifthly, an case operation is given to show A company should how to bring the STP strategy to effect. At last, to get insurance for STP strategy of A company, some suggestion in detail are advanced such as customer satisfaction, cost first, time competition and humanity marketing.The paper carries a good practice value on because the material project and detail suggestions are presented for how to advance STP strategy especially for enterprises in medium-sized and low-sized.