Case Study On Niche Marketing Strategy Of Z Commercial Real Estate Project In Anshan City

With the development of real estate in our country, the marketing strategy of real estate is becoming more and more diversified. How to choose the correct and effective marketing strategy is the key point of the real estate marketing. As a marketing strategy for the market environment, niche marketing has been concerned and implemented by many domestic and foreign enterprises. The article uses the case study method, literature research method, the theory and the practice unifies and so on the research method, uses the niche marketing theory comprehensively, carries on the analysis to the Anshan Z commercial real estate project.Concluded on the basis of this, the experience of Anshan City Z commercial real estate projects a niche marketing strategy, the success has: new business models bring new profit growth point, the integrated use of scientific methods of market research, clear reasonable combination of target products target customers and target market, project planning and construction and niche marketing target, pay attention to sales strategy in advertising and other aspects. Through the use of niche marketing strategy, overcome synthetic square exist in the project construction, sales and operations team is not perfect and departments with the lack of coordination, customers pay a return visit system is not perfect, sales promotion, pay attention to the problem of lack of.Through the above analysis, it can be seen that niche marketing strategy is conducive to the real estate enterprises to conduct market research, strengthen customer service management, determine the product, grasp the marketing objectives. And in the actual niche marketing strategy, real estate enterprises should pay attention to is that at the beginning of the project design considering the new mode of the combination of residential real estate and commercial real estate, a detailed market survey before the project development, during the project development to implement accurate niche marketing strategy, in the development of the project to do product maintenance and customer maintenance work. At the same time, the real estate marketing should adopt a variety of niche marketing strategy combination method, and constantly develop new niche marketing strategy.