Research On The Sustainable Marketing Strategies Of The Real Estate Of GJHYC From Theperspective Of Customer Value

Along with the rapid development of our national economy, the real estate industry has gained a booming growth in our country. At present, the real estate industry has become a pillar industry of the national economy, whose success or failure is directly related to the trend of the national economy. At the same time, the land resources are becoming gradually scarce, especially the land available for development in the developed areas of the eastern coast, and land has become the scarce resource that restricts the economic development. Therefore, it has become our current urgency to make an exploration on the study of how to reasonably exploit and utilize the land and how to make a sustainable construction.When we are distressed about the shortage of resources on the land, the main marine powers have already been focusing on marine resources, which include offshore exploitation. Although China’s marine industry starts a little late, but the national leaders have attached great importance to the marine industry, and now the Blue Economy dominated by marine-economy has risen to a national strategy and the "Belt and Road" Strategy is positively pushed forward. Based on the current situation of the rapid development of the real estate economy and marine economy, taking the new concept of being green, environmental, intelligent and ecological as it carrier, and also from the perspective of Customer Value Added Activity, this paper makes a research on the sustainable development and construction of the offshore real estate and provides a set of perfect combined strategies about Sustainable Marketing.Starting from reviewing the background, purpose and significance of the research and summarizing some related theories and research situation at home and abroad, this paper provides the specific contents and ideas of the research and makes a rational formulation of the technology roadmap. And then, some analyses are provided about the current situation of the real estate market in Rizhao, and some explanations about the existing problems in the current market environment are also made. With the help of PEST tool, this thesis analyzes the macro environment of the marketing, and discovers some opportunities and threats. Meanwhile, some inherent problems and competitive environment of the industry are accordingly analyzed with the help of the micro environmental analysis and Michael Porter’s Five Forces Model analysis.Some strategies and positioning of the project are established with the primary analysis of SWOT, and then some targeted customers and accurate positioning of the project are built with the Market Segmentation of the STP Strategy. With the help of Customer Value Theory, Sustainable Development Theory, Sustainable Marketing Theory, Marketing Mix Theory, this paper also makes a detailed argumentation and evaluation of the market environment in the project and made out some combined strategies of Sustainable Marketing. Finally, this thesis provides some safeguard measures for the construction of the project and for the implementation of the sustainable Marketing Strategies.Taking the Customer Value Added Activity as the starting point, and directed by some theories, this thesis is mainly to practically explore the road for the sustainable development and marketing of the real estate industry, and eventually achieve the goal of sustainable marketing. Meanwhile, with the demands of the consumers as the guidance, this paper aims at constructing an ecologically new district which integrates green development, environmental protection, low carbon, energy saving, intelligent linking, and internal microcirculation system together.