Research On Differentiated Marketing Strategy Of TD Apartment

With the rapid development of real estate industry in China, especially the sudden rise of commercial real estate industry in recent years, the supply of commercial real estate continues to increase. As a commonly seen form of commercial real estate investment, apartment products have become a permanent part of urban complex project, because of its small size, low price, flexible functions, market applicability, low market investment risk, high return on investment and other features. Real estate developers often promote cash flow increase in urban complex projects through sales of apartment products and strive to make higher pricing and bigger sales volume so as to maximize revenue.As the featured products of complex projects, market scale of apartment products has been expanded and market competition has become fiercer gradually. Influenced by city size, consumption ability, consumption concept, government policy, competition degree, investment expectation and other factors, apartment products in the third-tier and fourth-tier cities are faced with many problems, such as small market scale, serious product homogeneity, low level of differentiation, slow return on investment, etc. Therefore, it results in low return on investment in apartment products and high cost instead of more cash flow. However, risks coexist with opportunities, so it can’t be ignored that apartment products with distinctive features are popular among consumers in spite of sluggish market of apartment products. A number of successful case shave proved that apartment products with accurate positioning, distinctive design features, targeted marketing methods, diverse marketing channels, stable return on investment, and advanced operation and management services can still attract consumers and arouse market response. Many real estate development enterprises have proposed differentiated marketing concept. To implement differentiated marketing concept, enterprises should select two or more sub-markets as their target markets in the market segment. They should provide targeted products and services and carry out the corresponding sales measures for each sub-market. Namely, they should develop and implement targeted product strategy, service strategy, channel strategy, people strategy and image policy respectively for each of the sub-markets, which should be under a highly systematic and associated framework and system and in close combination with consumer psychology, market research, data analysis, etc.Depending on real apartment projects, this paper adopts differentiated marketing methods and relevant research methods and models to analyze the apartment project of TD Group in Yangzhou, develops differentiated marketing products in a systemic manner and with entire process, proposes creative ideas in accordance with current market situation, and verifies specific application and effects of differentiated marketing strategies in the competitive market.Meanwhile, this paper also provides examples and reference for apartment products of the same type in third-tier and fourth-tier cities in terms of market access analysis, sales innovation. Moreover, it also provides demonstrative model for this kind of products in terms of project replication and preliminary analysis of the market in other cities.