Study On The Precision Marketing Model And Application For ZA Phoenix City Real Estate Project

In recent years, China's real estate development has been gaining momentum rapidly and inter-industry competition has become more and more fierce. In order to win a place in the market and obtain profits to further their development, developers have begun to realize the importance of real estate marketing. In 2010, the central bank consecutively raised the reserve requirement ratio eight times and hiked interest rate three times. On January 26, 2011, the State Council re-launched eight real estate market control measures, namely"New Eight Points", including the measures to raise the down payment on a second house to minimum 60% of the total purchase price and to develop and implement the house purchase quota policy in a strict manner, etc. With the increase of housing supply and the gradual maturity of consumers' house purchase mentality, their rational consumption awareness has been strengthened obviously. In such a situation, the past practice of selling real estate simply relying on traditional means of marketing can no longer meet the market requirements and real estate companies have to constantly innovate in their marketing ideas and implement precision marketing.In this paper, taking ZA Phoenix City Real Estate Project as the object of study, the author focuses the analysis on the application of the precision marketing model in ZA Phoenix City Real Estate and how to implement precision marketing, using the research methodology combining standard research and field investigation, integrated with precision marketing, strategic management and other related theories, and finally discusses the problems and improvements in application of the precision marketing model in ZA Phoenix City Real Estate. The main contents of this paper include: first, description of the concept of precisions marketing and the difference of precision marketing from traditional marketing; secondly, analysis of the current status of and marketing issues in the real estate industry as well as the necessity of implementation of precision marketing for ZA Phoenix City; thirdly, discussion about the application of the precision marketing model in ZA Phoenix City Real Estate and the effect evaluation; finally, presentation of problems and improvements in application of the precision marketing model in ZA Phoenix City Real Estate. Meanwhile, the author also hopes that the study in this paper can bring some reference for the real estate industry to introduce the precision marketing model.