Research On Marketing Strategy Of Anshan Vanke Real Estate Development Co.,Ltd

With the outbreak of U.S. sub-mortgage crisis in2008, the global real estatemarket bubbles were bursting, at the same time China’s real estate market suffered aserious impact. after the financial Crisis, the growth of global economy become moreand more slowing and China also had entered a phase of low-speed development,which will result in the drop of housing market demand. How the real estateenterprises to respond the severe external environment and fierce market competition?what kind of marketing strategy should be adopted by the real estate to promotesustained development of the company. as the leader of real estate industry in china,Vanke has made great success in marketing and has won the preference of mostconsumers.Tthen in a third-tier cities such as Anshan,what marketing stategy shouldbe employed by Vanke to compete with other real estate developers for the small-market size and low purchasing power of consumers? Is There any proble for AnshanVanke company in the marketing tactics? Based on the above questions, the currentmarketing strategies of Anshan Vanke are analyzed to identify the problems of AnshanVanke marketing process and some countermeasures and suggestions are given, inorder to provide the basis for future sustainable development of Anshan Vankecompany, at the same time marketing strategy chosen to provide a reference for theother three line-level cities real estate business. Firstly Express survey and analysismethods Anshan Vanke marketing environment in which the company conducted acomprehensive in-depth analysis; Secondly, the use of case analysis method toanalyze the Vanke companies STP strategy,4PS portfolio strategy and customerrelationship management status; then, based on the analysis in the status quo VankeGroup, Anshan mining problems in marketing strategy, and finally address the aboveissues proposed.Study found that the presence of Anshan Vanke unscientific marketsegmentation, positioning vague and customer relationship management issues suchas inefficient operation. To solve these problems, it is recommended to developscientific Anshan Vanke subdivision standards, re-select the target market and makeaccurate positioning; customer satisfaction while building a scientific and rationalanalysis system and professional customer relationship management, marketingmanagement to develop scientific and standardized processes.