Research On Marketing Strategy Of CH Company Maldives CBD Project

CH company is a group company mainly engaged in real estate development,design,engineering supervision and other construction businesses.Since its establishment for more than 20 years,it has won many international architectural awards for many years,and has strong engineering and construction strength.In recent years,CH Company intends to explore overseas real estate market and expand its business scope.Based on the original CH construction business sector,CH Company has developed CH overseas land business.The CBD real estate project is the first shot of CH's development of overseas land business.The project is located on the island of Male,Maldives.It is a commercial and residential real estate project that integrates living,shopping,entertainment and office.It can be said that the success of the CBD project operation will have an important impact on the future development strategy of CH Company.At present,there are many problems in the development and operation process of the CBD project: the marketing team lacks overseas real estate trading experience and weak marketing awareness;the target market focuses on the selection of Male's local market;improper selection of the local market;the implemented marketing promotion strategy is inconsistent with the project positioning;plus In 2018,when the government of Maldives was re-elected,the new government re-examined the investment projects introduced by the previous government,which also caused certain adverse factors to the development of the project.At this point,the sales pace of CBD projects has slowed down severely,andmarketing efforts have fallen into a dilemma.In this context,the author puts forward the research question of "how to design a set of effective international marketing strategies for overseas real estate companies".This research question has practical significance for CH company to continue to develop overseas land business reserve marketing strategy in the future,it is of reference significance for domestic real estate companies to go global,and it has certain theoretical significance for exploring overseas real estate companies to carry out international marketing research.In the research process,this article uses the literature analysis method-absorbing the research results of domestic and foreign scholars,collating the research ideas of this article;the field survey method-collecting project-related information,understanding the social environment of the Maldives;the case analysis method-using the CBD overseas project as Case Study The method of real estate international marketing analysis and comparative research-a comparative study of the advantages and disadvantages of three competitors.Throughout the full text,the author takes CH Company's Maldives CBD project as the research object,and combines theoretical tools such as PEST and SWOT to conduct a detailed analysis from the marketing environment of the CBD: first analyze the external political,economic,social,and technical marketing environment of the CBD project,and then Analyze the internal resources and environment of the CH company from four aspects: brand strength,material resource strength,technical resource strength,and human resource strength.Once again,analyze the advantages,disadvantages,opportunities,and threats of the CBD project,and finally select three competitors for comparative analysis.Next,use the STP strategy to focus on the target market segmentation and market selection of CBD projects,and find the market positioning of CBD projects through analysis.After clarifying the market goals and positioning,combined with the above analysis,the 6P marketing mix strategy was selected to design a marketing strategy suitable for the CBD project from six aspects: product,price,channel,promotion,public relations,and political rights relations.Finally,it puts forward some feasible suggestions for the implementation of marketing strategies from four aspects: organizational structure,personnel protection,systemprotection,and risk control.Through the above series of analysis and research,this article believes that the CBD project has obvious corporate competitiveness,and can use the SO growth strategy to give play to the advantages of the enterprise and seize the opportunities in the Maldives real estate market.The market positioning of Maldives' first high-end luxury commercial and residential complex real estate project "emphasizes the market positioning of" rarely taking into account the enjoyment of the world's top seascape and super high return on investment "for overseas markets;at the same time,it introduces customized marketing concepts in the marketing strategy Villas,when implementing the promotion strategy,we must pay attention to popularizing knowledge marketing concepts,cultural marketing concepts,and other strategies;personnel protection should focus on reorganizing to create an international professional marketing team to provide guarantee measures for the implementation of marketing strategies.The results of this article can be applied by CH company in practice,so as to help CH company open the domestic and foreign sales markets,resolve the dilemma facing the company,and realize enterprise value.