| Data released by Shenzhen Statistics Bureau show that in the past ten years,the number of elderly people over the age of 60 with household registration in Shenzhen has increased by 160%.As of the end of 2016,those aged 65 and over in Shenzhen The number of elderly people is 383,700.It is estimated that by 2020,the elderly population in Shenzhen will occupy about one sixth of the registered permanent population of Shenzhen.Although Shenzhen has not yet entered an aging society,the elderly population accompanying non-Shenzhen residents who live and live in Shenzhen with their children have shown an increasing trend year by year.ABC Real Estate Company is a small company founded more than seven years in the face of many domestic and regional monopolies leading real estate companies,ABC real estate executives decided to take a differentiated development path,that is,vigorously expand the retirement real estate projects.As Shenzhen is very young,Shenzhen is still in the developing stage in terms of retirement properties.Therefore,as soon as possible,the expansion and development of pension-related real estate projects has become the core business for the development of ABC Real Estate Company.Based on the characteristics of enterprises and projects,this paper uses the tools of PEST analysis,SWOT analysis and 4P marketing combination strategy to research and analyze the product strategy for the aged real estate project of ABC,Price strategy,channel strategy and promotion strategy,and finally gives some safeguards for the implementation of marketing strategy.The results of this study provide some help for ABC Real Estate Company in setting up marketing strategies for the elderly real estate projects and put forward some concrete proposals.We also hope that those who are interested in the development of pension real estate projects can play a reference role in formulating marketing strategies. |
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