A Research On The Marketing Strategy Of HE Pension Real Estate Project In Y Company

In 1999,China's over 60-year-old population exceeded 10%,which marks China's entering into an aging society.According to the data that released by the National Bureau of Statistics,at the end of 2018,China's over 65-year-old population has reached 167 million,accounting for 11.9% of the country's total population.The aging of the population and the continuous development of the real estate industry have brought about the rise of pension real estate,but the research on China's pension real estate theory is still in its infancy.Chinese traditional culture affects the effective demand of pension real estate.China's real estate companies must differentiate themselves from the marketing ideas and means of western pension real estate,and take China's localization path.Y Company is the earliest real estate comprehensive development enterprise established in Guangzhou.On the basis of promoting the development of residential property,it attaches importance to improve the business operation ability,which means,the purpose of to promote the development progress of the commercial projects,and to adopt diversified innovative businesses for the needs of different customers by using marketing strategies.In 2017,Y Company officially entered the sunrise industry of “Sunset Red”.This thesis will take the Y Company's HE pension real estate project as the research object,by the means of domestic and foreign literature research,to expound the importance of marketing strategy in the real estate business management and management activities;and introduce the basic situation of the project by using the PEST,SWOT tools.The marketing environment is analyzed;market research is conducted,and STP strategy is used for analysis and market positioning is defined;finally,this paper takes four aspects including product strategy,pricing strategy,channel strategy and marketing strategy developed the marketing for HE pension real estate project.This paper has certain practical significance for the long-term development of Y Company and the HE pension real estate project,which helps the enterprises in the real estate industry and to have more systematic thinking on the marketing management of the similar pension real estate projects.