Research On The Marketing Strategy "Home" Pension Real Estate Project Of D Company In Xuzhou City

In the background of the more serious aging population,the economic transition and social transformation,the function of our traditional family pension mode is going tobe weakening and institution-care has been unable to meet the needs of rapid grovwth of China's pension.China's real estate enterprises,which facing restructuring confused,grasp thebusiness opportunity to go into the endowment real estate andtake the initiative in this emerging field.However,some real estate enterprises,in order to pursue short-term economic benefits,ignore the social responsibility and damage the enterprise image,which leading to influence the inherent interests of the consumer groups and lost the target consumer groups.At the same time,the academic circles are more focus on the general real estate project marketing research,but facing the special target consumer groups,the guidance of these studies for the pension real estate marketing is not strong.Therefore,this article chooses Xuzhou D company "home" endowment real estate project marketing as the core topic of this research.The thesis launches the comprehensive and in-depth research and analysisin order to provide reference for the other real estate enterprises.This paper is divided into eight chapters.The first chapter is the introduction,a brief review of the research background and significance,research targets and contents,research approach and technology roadmap.The second chapter is the revelated theories and literature review,which elaborates the domestic and foreign research literature.And the pension real estate marketing strategy theory and the basic theory analysis and review of this paper involves is expounded.This chapter provide adequate theoretical basis for the research of the following marketing strategy analysis.The third chapter analyses marketing environment of this project.First of all,the information about the enterprises and project are introduced,and then use the PEST model and Potter's five forces model to analyse the macro environment,industry environment and competitor.Then,SWOT theory is used to analyse the advantages,disadvantages,opportunities and threats of the project.The fourth chapter is the investigation and analysis of the project market.Get the market situation throughthe questionnaire and analyse the market survey results.The fifth chapter is the project target market strategy.First,make market segmentation,and then select the target market and determine the "home" pension market positioning,which based on the results of the previous chapter of the market survey.The sixth chapter discusses the formulation of the project marketing strategy,which is based on the theory of "7PS" and"4CS".The seventh chapter buildsthe project marketing strategy implementation of security mechanism.This chapter guarantee the implementation of several aspects:just as,the management system,team building,marketing system,marketing node,enterprise culture,the concept of environmental protection and information resources.The eighth chapter is the conclusion and prospect:draw some conclusions of the research on the endowment real estate project management,point out the limitations of the researchand the future research directions.