Study On Third-Tier Cities’ Real Estate Market And Real Estate Enterprise Differential Marketing Strategy

China’s real estate starts later,but it develops extremely rapidly in recent years.Nowadays,real estate in China has entered a stage of rapid expansion and has become a pillar industry of national economy.However,homogeneity of real estate becomes more and more seriously.In the face of an increasingly competitive market,diversity stratagem is an effective strategy to beat their competitors.The article tries to use variation marketing theory to analyze the marketing strategy of a real estate project,in order to use the theory to instruct the practice,enrich the theory.At present the research and application on variation marketing theory mainly force on the first tier and second-tier cities.Due to the lated development of third-tier cities’ real estate market,real estate developers less use variation marketing strategy.Thus,the research in variation marketing of third-tier cities’ real estate is poor and its reference data is few.However,third-tier city’s real estate market has its unique characteristics,which needs to target their searches better.The paper uses the methods of integrating theory and practice analysis.Firstly,it analyze the variation of the demand subject,supply subject and product positioning among the first-tier,second-tier third-tier cities’real estate market.Secondly,it analyzes the affecting factors of the variation marketing and the variation marketing of the real estate market,finds the difficulty of the variation marketing and provided the solution.Thirdly,this article takes third-tier cities’ real estate market as research object,building the differential marketing strategy of third-tier cities’ real estate market from positioning,price and channels.At last,the paper analyze a case.Based on the deep analysis of marketing strategy of Zhangzhou Jinxiu Lake project.Combined with third-tier cities’ real estate market and the characteristics of its marketing strategy,this paper constructs new marketing strategy to adapt the Zhangzhou Jinxiu Lake project,then the paper provides more feasibility suggestion for the real estate market.