Research On The Marketing Positioning And Strategy Of The High-end Residential Project

With the development of society, the real estate market in China has also got the rapid development in recent years, and gradually to maturity. In today's fiercely competitive environment, with the changing of consumer demand, the market environment of the real estate marketing occurred great change, the transformation from seller's market to a buyer's market. This is the inevitable result of social changes, along with marketing problems in the real estate market caused attention of more scholars and practitioners. People's living standards continue to improve, at the same time, the housing requirements are constantly improving, more and more people will choose high-end residential. Overall, the real estate market is gradually showing diversification, personalized features. However, the high-end housing in China has been developed in recent years, and it lacks of specific experience and theory for reference.Therefore, to intensify the research on real estate high-end residential marketing positioning and marketing strategy is very necessary, from the study continue to establish scientific methods of marketing is the key to promote the development of the real estate industry.Target market theory, channel marketing theory, brand marketing theory, service marketing theory and experience marketing theory in the traditional industry is using the more general theory of marketing, but in the real estate industry use is with the industry competition intensifies and the market development of mature went a step has been applied. From the current situation of development, China's real estate is in a competitive stage, more and more developers began to transition high-end residential products. Enterprises pay attention to the market survey, the potential customers of the market to carefully study and analyze, determine the exact product positioning, and then targeted to take accurate marketing measures. Due to The Yudai Bay project accurate market positioning, excellent construction planning, exquisite landscape and service first-class property, making the project a began to account for in the competition for higher starting point, ahead of the competition; item listed for sale since, together with the project team to analyse the market carry out really feasible marketing strategy, has won the recognition of regional market demand for high-end residential customers and become model of Qinhuangdao City high-end residential areas, promote the development of regional real estate market.This paper selects The Yudai Bay project as the research object, using the combination of theory and empirical methods, systematically and detailed analysis of the project research on product positioning and marketing strategy. From the domestic and international marketing theory and marketing development present situation of to explore the meaning of the theory at home and abroad, development status and application; then to The Yudai Bay high-end residential project regional marketing environment, marketing positioning and marketing strategy of full range analysis for high-grade residential can learn from the marketing strategies are obtained.