ZD Real Estate Development Company’s Marketing Strategy Research

In China, the competition gets increasingly fiercer in the real estate industry. Under the environment that markets of commercial houses tend to be high-end in first-tier cities, ZD’s current marketing strategies for its high-end residences and corresponding problems are examined via methods such as literature review, comprehensive analysis, case study and market comparison approach on the premise of the corporate development strategy of developing high-end residences as main product lines as established by ZD, a real estate development company. Besides, solutions to optimize ZD’s marketing strategies are put forward according to theories about marketing strategies, in hope of increasing market competitiveness of ZD’s projects and providing important references for corporate sustainable development.First of all, histories and present situation of research about marketing management and marketing strategies are reviewed in this paper to clarify their connotations. Next, macro environment, target market, target customers and competitors of ZD (a real estate development company) are completely analyzed. In particular, importance is attached to analyze development situation of high-end residential market in Beijing, characteristics of high-end customers and development of Chinese real estate enterprises. Subsequently, current situation about product configuration, operation and marketing system of ZD’s projects are systematically analyzed through comprehensive analysis based on theories concerning marketing management and strategies. Thus, it is discovered that there are many problems with ZD’s marketing strategies, which are mainly characterized by defective personnel structure of marketing system, great decision-making risks, excessively simple product lines, inadequate execution of some functions within the marketing system, over traditional place marketing and deficient systematical plans for promotion strategies and so on. At last, schemes for optimizing marketing strategies are proposed from the perspective of product strategies, price strategies, place strategies, promotion strategies and customer relationship management, while proposals for carrying out strategies are developed. The schemes designed for optimizing marketing strategies mainly include:designing product lines for ZD, improving pricing strategies, expanding place marketing, perfecting systematic promotion and constructing customer relation management system. The schemes for implementing strategies are mainly formulated to ensure effective implementation of marketing strategies by adjusting personnel structure of marketing system and executing its planning process.Based on above analysis and research, the author considers that numerous problems with ZD’s marketing strategies and marketing management will restrict corporate future development. In the future, the company needs to incorporate the ideas on marketing strategies into the whole process of its project development during its operation. Particularly, it is necessary to strengthen research on product lines and product configuration, so as to diversify corporate risks for running projects. Complete place marketing and promotional schemes shall be designed for projects. In addition, standards need to be established to reduce corporate decision-making risks. All in all, many systematic marketing strategies shall be adopted to guarantee ZD’s accurate product positioning, strengthen its abilities to make profits and increase its core competitiveness.