Research On The Marketing Strategy Of The Blue Bay Noble Realm Project

At present, China’s real estate industry is in a new stage of development, Realestate marketing has become an important part of property developers, at the sametime, and industry competition also makes the real estate enterprises facing enormouschallenges. In today’s increasingly competitive tourist market environment, if workingout how to adapt marketing strategy only the real estate business can survive anddevelop in the fierce competition in the market under analyzing the marketingenvironment. We can say that real estate marketing strategy is the key to the successor failure of the real estate development business.Blue Bay Noble Realm project is opened in2008sales, affected by the globaleconomic crisis in2008national urban property prices dropped significantly, the salesof this project have also been badly hit. In2009national policy to slow loosen thesecond set of housing, the housing market recovery, prices, making the objective of themedium and small family homes (30-140m~2) once sell like hot cakes. From2010to2013, the government issued a series of policies limiting the investment andspeculative buying customers, this project also exist procedures incomplete, inaccuratemarket positioning, product strategy unreasonable factors in many aspects, such as theproject nearly500sets of large family (150-200m~2) once sales status.Based on the analysis of marketing environment and the enterprise itself, BlueBay Noble Realm project target market should be identified as the first side, the latetransformation in the high-end market. In the end, in the high-end real estate marketin changchun in the future competition will be the most tragic, and the base of themid-market consumer groups than in the base of high-end market consumer groups,the characteristics of project market positioning for high-grade residentialcommunities. Looked from the marketing strategy, Blue Bay Noble Realm project should use more targeted marketing mix, in the aspect of product strategy project bybuilding atmosphere, solemn ArtDeco architectural style, Blue Bay Noble Realmproject in terms of pricing strategy, take high low open strategy, the pricing strategyfor late housing sales provides a relatively large rise space. In this project to givepriority to with direct marketing channels, sit pin is complementary, outside and fullcombination of various sales channels, main purpose is to establish a new type ofeffective marketing channels. Blue Bay Noble Realm promotion strategy mainlyincludes: advertising, personal selling, business promotion and public relationsstrategy.Above all, Blue Bay Noble Realm project in order to gain a competitiveadvantage in the fierce competition, it is necessary to in-depth insight into consumerdemand, on this basis, determine their target market, and establish distinctive projectbrand image in the market, at the same time more to adapt to the target marketmarketing combination strategy, and faithfully to perform, only in this way, Blue BayNoble Realm project to get the favour of customers in the market, to win customertrust and loyalty, project to achieve the final success.