A Study Of Marketing Strategy In The Age Of Big Data For Vanke Hangzhou Future City

With the advent of the Internet era, especially the rise of microblogging, micro channel,circle of friends and other social networks, the diversification function of mobile phone have being use, the behavior of people’s everyday life have a large amount of data information, the enterprise through these data can understand the customers’ attributes, demand and consumption habits, for the enterprise, the value of big data have large value,the economic development is very high. At present, the real estate market has been from the buyer’s market into a seller’s market era, how to grasp the trend of big data, occupy more and more important in the increasingly fierce competition in the market. The development of big data, how to combine with the enterprise marketing, especially real estate combined, it is worth our consideration. Vanke as a domestic real big estate company, seize the opportunity of the big data, the establishment of a huge database of users, according to user habits, reasonable and project are combined, increase the strong power for the company to participate in market competition.This paper strictly follows the combination of theory and practice standards, based on the marketing strategy of Hangzhou Vanke future city project targeted research, starting from the practice of the project of the marketing strategy, how will the technology embedded data daily marketing to explore the marketing management mode and a set of methods for the future of real estate project the role of marketing with high efficient. In the aspect of theoretical research: Based on the real estate marketing theory, combined with the Hangzhou Vanke future city real estate project experience, this paper attempts to big data technology to obtain customer information into the real estate marketing, some of the real estate marketing, real estate marketing theory to study some reference value. In practical research, this paper takes Hangzhou Vanke future city as the research object, through the investigation of the actual project data and statistical yearbook of Hangzhou City, the system data in the actual project was to show maximum.The paper first expounds the concept of big data and the real estate market marketing related theory. Secondly, in order to Hangzhou Vanke future city as an example, the development situation of China real estate in this year’s development and the city of Hangzhou, has carried on the analysis to the marketing from the perspective of macro and micro. Finally, combined with the classical 4P marketing theory, through big data technology means to change the future of the city of Hangzhou Vanke product strategy, price strategy, channel strategy and sales promotion.