| In recent years, China’s economic development has maintained a relatively fast speed, social productivity and citizens" income have increased. Meanwhile. People now pay more attention to living quality and buildings with good living environments are more favored by the new rich. Villa, as a result, has become more and more popular these years. Dozens of villa projects are built each year, which locate both in the urban and the suburban, such as Lvshun and Jin shi tan. The villa architectural style has shown diversification as well, with Chinese style, Italian style, French style. North American style and so on. The builders try to make the projects perfect in every detail.Bordeaux Estate Project locates to the west of Jin Shi Tan National Resort, that is to the northeast of Huanghai sea.58kilometers away from Dalian. Jin Shi Tan is surrounded on three sides by the sea, with good temperature and sufficient sunlight all year round. And in2010it was named national5A-class resort. Hai Chang intended to build a highly-qualified wine manor in Jin Shi Tan resort with beautiful scenery, architect craft, delicious food and wine culture, that will meet the market demand. In the project, people will experience European castle, wine museum. SPA club, art shop, private wine cellar. European Food Street, wine culture centre and so on.This paper gives some serious analysis and compare to Bordeaux Estate Project’s marketing strategy based on STP,4P and4C theory. Papers, data and journals on economic, real estate, finance, society and contents of postgraduate courses are used in analysis. Firstly, politics, economy, society trend, current market, future development and other macro reasons are summarized. And the paper gives more analysis with inside and outside reasons, analyzing the competitors, and then it gives detail study on the project itself with SWOT analysis. In accordance with classic theory, it analyzes marketing approach and gives basic ideas on strategy application and control. |
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