Research On Marketing Strategies For Tianlun Manor

The development of real estate industry in China has 25 years history since 1900s. With the improvement of the society and economy、the diversification of government support policies, the real estate industry was developed rapidly. However, the market environment have changed dramatically because of the growing competition. The traditional marketing theories can’t solve the new problems appeared in real estate market. Under this background, in order to promote the real estate market and projects,we must break the traditional marketing limitations through advanced marketing strategies.In this paper, Tianlun Manor which located in Huiji District/Zhengzhou City was been used as an case study and three main points was proposed.Firstly, the architectural design short of bright spots,; secondly, the marketing channels are too out of date to adapt the trend,; thirdly, the promoting methods are ineffective. Combined with the author’s visits and in-depth interviews,the reasons were mainly concentrated in four aspects:rapid changes、Inertia thinking of traditional marketing 、the diversification about the products,、inefficient communication among various departments.In order to meet the customer demands and achieve success in the serious competition,four suggestions were used to optimize the marketing strategy of Tianlun Manor. The first, Related marketing suggestion which aimed to increase the relationship among the different Real estate projects 、real estate industry and other industries. The second, The difference of marketing suggestions:Optimization of customer experience、customized services for high class customer、Optimize the features of product.The third, Innovative relationship marketing:Strengthen the relationship between the project and the old customer Strengthen the relationship between customers and enterprises, Enhance customer loyalty. The fourth, Electronic business marketing suggestion:using Inter and data to achieve a better marketing results.At the same time, it also provides a reference for the optimization of the similar project.