| In recent years,the real estate industry develops in a diversified manner.The marketing strategy of China’s real estate industry has been adjusted.Under the real estate regulation policy,companies in this industry face pressures from not only regulation policies,but also the competition with peer companies.With the current background,the marketing mode of china’s real estate is gradually changing form unidirectional to customer oriented.Aiming to surpass the competitive products with homogenous characteristics,market accurately to seize customers and delivering the idea of the product to the effective customers need a precise marketing disseminate strategy.It is the reason that marketing disseminate strategy becomes a even more significant work in developers.This paper combines the theoretical and practical methods,through the macro and micro ways to study the product’s environment,to conclude the SWOT of the product.Using the strengths and opportunities of this product,make effective proposals to marketing strategy.Furthermore,to analysis this product’s target market and market positioning,customer demand and market segmentation are included.In the end,communication strategies in 4Cs are used as the marketing strategy and implemented in communication with target customers and the first three phases of the first opening.The purpose of this study in the marketing strategy of yangguang villa is making some constructive advices to marketing planning department of Jinfang Corporation.Hopefully,this paper could be a useful case study of high end villa products and a helpful strategy proposal to the developers who have interest in the Tuanbo district and to the developers who concentrate attention on high end products. |
