Marketing Scheming Study On Keppel Land Yachting Lifestyle Villa Project

Since2003, the domestic real estate market has gone through a golden period of10years. To satisfy the constantly rising housing demand of consumers, various types of housing products, such as single-family villas, double spell villas, four-house villas, townhouses, stacked villas, etc, are brought into the housing market. Products like golf villas, foreign-styled towns, spa villas, villas surrounded by mountain and sea, etc are also combined with a diversity of features and concepts. However, in present market, villa products of authentic yachting lifestyle are still rare. In fact, in recent years many villa products bundling the yachting lifestyle as a publicity stunt have appeared, but these products are merely placed at where there is water, while no prints of practical functional facilities or supporting services that reflect the nature of the yachting lifestyle have been seen. On one hand it is because those real estate developers are short of an understanding of the demand for yachting lifestyle; on the other hand the limited conditions of projects prevent the developers from building villas of authentic yachting lifestyle.In such a market circumstance, if Keppel Land comprehensively shapes an authentic, diversified and perfectly equipped yachting lifestyle project, it can fill the blank in regional market and provide effective strategy supports for the future market operationThis paper will firstly do an analysis into regional economic development, the feature of housing industry development and the demand differences of the market area where the project is in by means of the objective and rigorous market research, and then decide the SWOT strategy, target customers group and market position of the products by analyzing Keppel Land’s own situation and combing through the advantages, disadvantages, opportunities and threats the project is confronted with; next it will make the marketing scheming of this project emphatically from consumer strategy, cost strategy, convenience strategy and communication strategy by4Cs marketing theory; eventually this paper put forward the corresponding safeguards and evaluation system which help ensure the implementation of above marketing plans.I expect results of this research can bring some reference and inspiration for other similar projects.