ZM Company Pension Real Estate Project Marketing Strategy Analysis

Under the background of China's aging population,pension real estate is rising in China with broad prospects,but the industry is still in its infancy.ZM Corporation is a diversified industry group centered on the real estate business.In order to broaden the market and occupy the industry opportunities,ZM Corporation decided to enter the pension real estate industry.This article takes ZM company's pension real estate project as the research object,uses real estate knowledge and marketing related theories,develop marketing strategies for ZM company's pension real estate project through a series of analysis and research.This article uses the PEST analysis method to analyze the external political,economic,social,and cultural environment of the ZM company,and studies the environment of the pension real estate industry.Based on these,the SWOT analysis method is used to identify the internal strengths,weaknesses,and external opportunities and threats of the ZM company.Based on these analyses,the STP marketing strategy was used to select the target market for ZM's pension real estate project and define its market positioning.Finally,use the 4P marketing mix strategy to formulate specific product strategies,price strategies,place strategies,and promotional strategies for ZM's pension real estate projects: product strategies,focusing on aging in hardware building and soft operations,especially in soft services to give full play to the advantages of ZM company and provide a full range of health and age-appropriate services;price strategy,using a membership system,giving membership card types and price recommendations;place strategy,making full use of its direct places and partner places;give promotional ideas and suitable promotional methods.This article's marketing strategy for the ZM company's pension real estate project is not only helpful to ZM company,but also useful for other companies to enter the pension real estate industry.