Planning Scheme Of Hangzhou Housing Tour-exhibition For High-qulity Life(Yuhuan Station)

According to current China Hangzhou situation analysis and development of real estate industry outlook report (2013), from the end of2012year to the end of2013year, the sales growth on Commercial Houses and Residential Houses has declined, resulting in dilemma of real state industry, and this also causes negative effects on other aspects of Hangzhou’s economy.The activity is planned from the role of organizer, the research object is Hangzhou’ real state market, the research purpose is to determine optimal promotional offline marketing ways based on the theme of education. The research method is divided into two steps:1) using pre-market investigation to identify the customer groups who are from other cities and want to buy houses in Hangzhou;2) carrying on the data analysis and research of this kind of group. The investment promotion targets are estate agents from Hangzhou.One specific test is on the city of Yuhuan. The marketing goal is to open the nonlocal market, the pre-media strategy and exhibition activity design are processed to realize this goal. The main survey methods of the pre-market research are using archival investigation, telephone interviews and in-depth face to face interviews. The analysis results of the activities are mainly assessed by the model of DAGMAR advertising effect. Both these qualitative analysis and quantitative analysis are used in this research.