| “Shantytown Renovation House”,one of the major growing businesses in the real estate market in recent years,and a key development project for many real estate companies as well,is now becoming the gating dilemma of BSN Company,during its participation of Hutubi County shantytown renovation task,in Xinjiang.BSN Company,one real estate company located in Hutubi County,Xinjiang,encountered project marketing dilemma,while this paper,with the implementation of market segmentation and positioning theory,after systematically analyzing the project and bringing up a series of marketing repositioning strategies,helped BSN Company out of the marketing dilemma.Through interview,participatory observation and second-hand literature analysis and with the combination of abundant market research data,this paper made detailed and in-depth analysis of diverse dimensions of Hutubi County shantytown renovation project in Changji Hui Autonomous Prefecture,Xinjiang Uygur Autonomous Region,the macroeconomic environment,the real estate industry competition environment,and consumer consumption level,etc.On top of above,this paper accomplished a systematic analysis of market segmentation,and re-chose the target market of BSN Company's “Shantytown Renovation House” Project should be positioned as the local shantytown demolition resettle-household market,and the surrounding original resident market,from which segmented groups are 30-to-50-year-old consumer group,“Family of three” or “Three generations under one roof” family size group,and middle and upper income family group.After figuring out the psychological characteristics of these types of customer groups are mainly the pursuit of improved housing with middle-end or high-end quality,some with rich educational resources and some with comfortable and fashion communities,this paper clarify the marketing reposition for the project.Then,this paper made the corresponding marketing mix strategy been derived,which enhances BSN Company's marketing performance. |
PDF Full Text Request