| For the current Changchun real estate enterprise, how to increase sales volumeaccording to marketing strategy is the most critical problem. Because the current realestate enterprises in Changchun, on one hand facing the country’s most severe realestate regulation in the history; on the other hand, the market for high-end villa facesgreat competitive pressure from the port and the outside major developers. Therefore,as a real estate company, which wants to be remaining invincible in competition, mustconsider the situation, combine the characteristics of enterprise, and play advantage toavoid the disadvantages, an accurate grasp of market demand, targeting the rightcustomers, to develop a set of marketing strategy suitable for the characteristics ofenterprise.Changchun as a capital city, the real estate market’s development is relatively late.Changchun Jingyue Development Zone is an important tourism economic zone. It hasbeen formed ecological villa plate, differentiation will become the source of mountainvilla project to be outstanding. Based on the STP theory, the ultimate buyers ofmountain villa projects are focus on two main customer groups: one is the resourcerich, one kind is the knowledge rich. The market positioning of Source mountain villaproject is to be the Changchun chief mountain forest villa. Its core value forcustomers is “net ecological villa area, chief mountain pure villa". This highlights thethree characteristics: superior ecological environment of scarcity, geographical focusresources and terrain advantage as well as purely villa quality.From product strategy,"the source of mountain villa" project name origin fromthe natural resources of the exclusive, and based on differences in market comparison, the quality of customer demand. Developers hope that the "source mountain villa"can become the Changchun market pure high-grade villa development brand source.Around the "mountain+water+forest"model, natural landscape superiorityresources, specifically to build" the platoon villa villa villa+flowers".From the price strategy, the author not only careful analyze the net residentialareas and residential villa prices change history, and carefully compared the maincompetitive price strategy, also referred to the ordinary multi-storey price calculationand villa price estimates, to estimate the" source mountain villa" project possibleprice. This price is more reasonable, and there will be a competitive.From the channel strategy, on one hand according to specific customer andchannel design image promotion and information release strategy, including: Designof the target population for frequented places of entertainment project to promote theimage and information release, the target population for a custom in the airportproject to promote the image and information release, the target population for workplace image promotion and information release; on the other hand, actively explorethe source and cooperative combat group, partner selection including in the variouschambers, banks, high-grade car4S stores, golf club, equestrian club, five VIP StarsHotel customers, high-end brand stores VIP clients.From the promotion strategy, the main means is:"uptown Department"membership promotion; specific media channels of precise marketing; traditionalmedia wide wave Event-creating promotion; use of integration and event. Thesestrategies make full use of various media and ways, and strong pertinence,effectiveness is strong.From the property service strategy, to customers in order to create high-qualityproperty services, property company specially for Jingyue source mountain villamarketing center to provide the following services: customer housekeeping services,series model reception service, reception, concierge counter order maintenance services, cleaning services, supermarket business services, as well as special servicetips.Believe in the right guidance of the coordination and effective marketing strategy,the "source mountain villa" project will make great market success. |
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