Study On Marketing Strategy Of LN Real Estate Group's Project

On January 4,2010,the State Council issued the document of Several Opinions on Promoting the Construction and Development of Hainan as International Tourism Island,which meant that developed Hainan into an international tourism island became a national strategy.With the rapid development of tourism and the improvement of people's living standards,Hainan tourism real estate industry has emerged from many tourism industries and has gradually become a pillar industry in Hainan.However,in the wake of continuously introducing of the state's real estate control policies,Hainan real estate industry is experiencing a new round of industry reshuffle and developing in a way of standardized operation,scale development and market demand-oriented.As a special commodity,real estate has the characteristics of non-movability,long cycle and large investment amount,which requires developers to have a forward-looking master plan for the future developed and saled buildings in the early stage of development,carry out the real estate marketing from the perspective of whole process marketing and plan project marketing considering land evaluation,customer demand,product positioning,marketing,property management and safeguard measures.In this way the developers can better meet the needs of buyers and avoid risks of project development and marketing.At the beginning of the paper,the writer reviews and sorts out the development process of real estate marketing theory and the concept of tourism real estate in the way of combing theoretical knowledge of real estate marketing,project positioning and marketing communication and empirical analysis of S real estate project of LN Group,using basic tools of real estate marketing planning such as market analysis,SWOT analysis,competition analysis,market positioning,4P marketing strategy,etc..The paper as well focuses on the methods and applications of brand marketing,experience marketing,channel marketing and internet marketing that are suitable for Hainan tourism real estate industry.The research results of this paper not only play a guiding and decision-marking role in the marketing work of S project of LN Group,but also provide a certain reference for the marketing management and development of tourism real estate in Hainan.