Research On The Marketing Strategy Of "Xishuangbanna Olive Dam Educated Youth Cultural Village" Project

With the continuous growth of people's per capita disposable income,people's demand for tourism has also expanded in an expansive way,and tourism real estate has ushered in a period of vigorous development.Xishuangbanna as a leading tourist province-Yunnan province,tourism real estate market also homestead a prosperity.However,because banna is in line with the new real estate development model of “tourism industry + real estate industry + health industry”,it has not only won the favor of a large number of tourists,but also attracted a large number of real estate companies,such as Sunac,Vanke,and Aquila,who have gathered in Xishuangbanna to build buildings,making the real estate market in Xishuangbanna competitive.Secondly,in recent years,the intervention of real estate policies has been intensified,and the customer base of the real estate market has been sharply reduced.However,the real estate developers in banna have only increased,which makes the real estate market more competitive.In the face of the above environment,the launch of tourism real estate in banna area,only from the perspective of customers,based on their own real estate combined with macro and micro environment and other factors,formulate effective and feasible marketing strategies to occupy the market.Based on the above situation,based on the company A “Xishuangbanna olive dam educated youth village” project based on the actual situation and the present situation of marketing planning,SWOT analysis tools for project's business environment,marketing,analyzes the advantages and disadvantages,opportunities and threats,and put forward the project marketing planning of the existing deficiencies,then using the STP theory,7Ps theory and nostalgia marketing theory of marketing project then explores its market positioning,target,etc,and then to the combination of project marketing planning optimization scheme is put forward.In the process of analysis,this article put forward the "educated youth culture" nostalgic marketing strategy,short video broadcast promotional strategies and online marketing channel innovations,enrich the theory of marketing in the tourism real estate enterprise application,for the application and development of marketing theory in the actual marketing provide certain reference and research significance of instance.Secondly,for the company A “Xishuangbanna olive dam educated youth village” project,in this paper,the correlation analysis and research and improve the market analysis of the project,optimizing the marketing mix strategy of project,for the project in market positioning,target market selection and product design optimization,promotion channels provides some advice,help project the desired sales results.