Research On The Marketing Strategy Of "Yunshan Villa" Project

At present, China’s economy is in a transformation period of restructuring. The urbanization process is entering into an acceleration stage and has become the motive force for prospective economic growth of China. Synergistic effect generated from urbanization and "metropolis circle" is gradually extending to third-tier and fourth-tier cities. Golden decade has become a thing of the past for real estate industry in China. As urbanization has increased, real estate began to enter an era of increased demand, combining this with current social conditions, and future economic expectations, real estate is expected to step into a silver age for two decades of steady development.At the same time, due to specific national conditions and unbalanced economic development in China, Chinese real estate market has some unique features, i.e. extremely obvious regional differences, incomplete and unsound competition mechanism in this industry, and the market is generally in a state of primary competition and disorderly competition. This is especially true in the third-tier and fourth-tier cities. Most real estate developers cannot fully meet the tremendous demand for improved products and services.A primary focus for real estate developers in third-tier and fourth-tier cities is how to scientifically apply the theory of real estate market analyze and research the regional real estate market to develop marketable products; and how to develop a suitable marketing strategy that will provide a sustainable competitive advantage. This paper, taking "Yunshan Villa" project as a research case, guided by relevant marketing theories, based on the analysis of China’s real estate environment and local environment of Lianyungang City where the project resides, proposed the market positioning of the project and recommendations for overall marketing strategy through the analysis of the situation of market competition and the project SWOT analysis.