Research Of The Differentiation Marketing Strategy Of Senior Real Estate On Oriental Sun City In Beijing

The real estate industry is one of the pillar industries of the national economy,as well as an industry closely related to people's lives.The past decades have witnessed the boom of China's economy and the robust development of the real estate industry,sustained by continued public and private investment.With the arrival of an aging society,the 21st century is going to see an increased attention to living conditions,especially living conditions after retirement.Indeed,the potential of senior real estate in China is enormous.From the Beijing Oriental Sun City modeled after the world-famous Florida Sun City to Beijing Taishenxianghe Real Estate taking after Kohoku New Town in Yokohama,senior real estate in China has begun to take shape.As the investors' enthusiasm continues to grow.senior real estate is becoming a rising star in the market.Its emergence marks the beginning of market segmentation of the Chinese real estate industry due to fierce competition,and signals that the developers are moving towards specialization and brandization.The paper offers a case study of Beijing Oriental Sun City,a senior rea]estate project,based on strategic management theories.The author uses competitive strategy theory,SWOT analysis,Michael Porter's Five Forces Model,Industry Life Cycle theory and other theories and tools to analyze the formulation and implementation of competitive strategies by Beijing Oriental Sun City.The research combines comparative analysis with model analysis,theoretical research with empirical study.Michael·Porter's five forces model is utilized to analyze external competition environment,namely,the potential entry of new competitors,the intensity of rivalry among competing firms,the threat of substitutes products,bargaining power of buyer,bargaining power of supplier,and competitive strategy of rivalry companies;SWOT model is used to analyze matching of the company's internal and external environment.The study indicates that for Beijing Oriental Sun City,opportunity is greater than threat in the external environment,and advantages outweigh disadvantages in the internal environment.Therefore,we conclude that the project is able to achieve a sustainable competitive advantage and improve the company's competitiveness through the set of competitive strategies it adopts,which target at competitive differentiation.Further suggestions for implementing the differentiation strategies are given in the paper.First,service differentiation can be realized through offering stratified services tailored to customer demand and building good long-term relations with customers;second,brand differentiation could be achieved through reinforcing the company's brand image;finally,product differentiation could be realized through constant technological innovation and research and development of patent products.