Research On Marketing Strategy Of Evergrande's Ocean Flower Island Project

With the rapid economic growth in China and the substantial increase in people's income,leisure,entertainment and holiday economy have become the new economic growth points in China.As early as 2008,China National Tourism Administration once launched the "National Tourism Plan" to promote the development of the leisure,tourism and holiday industries to a higher level for design.Therefore,thetourism real estate as an important link of China's tourism industrydevelopment,will take advantage of this tide and usher in a golden chance.As an international tourism island,Hainan Province is rich in natural resources and has a large tourist population.It is a tourist resort for leisure and vacation that provide favorable conditions for the development of tourism real estate.By taking the geographical advantage of Hainan Province,Evergrande Group has built a cultural tourist resort project of Hhd for cultural,tourism,commercial and residential purposes,injecting fresh vitality into China's cultural tourism real estate.Our research can not only help Evergrande Group to further improve the follow-up marketing activities,but also provide reference for similar enterprises.We firstly used the STP marketing theory and 4P marketing theory to analyze the marketing strategies of Evergrande's Hhd Project,as well as clarify the marketing direction and focus.Then we analyzed the market environment of Evergrande's Hhd Project and got a SWOT strategic matrix through conducting a PEST analysis based on the macro environment,and a SWOT analysis according to the internal and external environment of the project.Moreover,we analyzed the problems which existing in the marketing strategies of Evergrande's Hhd Project.Finally,according to the results of marketing strategy and market environment analyses,we put forward suggestions to further optimize the marketing strategy of Evergrande's Hhd Project.