Research On Hanlin Mansion Project Marketing Strategy Improvement

As Zhuzhou City has strengthened the reconstruction of Tianxin old industrial base,more and more real estate companies are aiming at this opportunity to purchase land for new projects,which intensifies the competition in Tianxin real estate market.Hanlin Mansion project is the first project for Zhidi Group to enter Tianxin real estate market,which is sought after by many local consumers.However,due to the increasing number of rivals,some problems exposed in the marketing strategy of Hanlin Mansion project make the product sales encounter severe challenges.Therefore,it is necessary to improve the marketing strategy of Hanlin Mansion project.By reading a large number of marketing books and periodicals,this thesis sorts out the evolution process of marketing theories and the related concepts of real estate project marketing.Then,this thesis takes Hanlin Mansion project as research object.Firstly,the thesis briefly introduces the basic situation of Zhidi Group,and analyzes the marketing environment of Hanlin Mansion project in detail.Then it describes the macro environment and competitive environment by using the PEST analysis model and the Porter’s Five Forces model.After that it studies the current marketing status of Hanlin Mansion project and points out the problems relating marketing strategies.For solving the above problems,the improvement plan is designed under the guidance of STP theory and 4C marketing theory.According to the studies,it can be concluded that firstly,Hanlin Mansion project did not make a market survey good enough,simply positioned the project as "school district house",and did not fully discover the internal customer value.Through exploring customer needs,it can be seen that Hanlin Mansion project should be positioned as medium and high-end house.Secondly,Hanlin Mansion project only paid attention to the price of products and ignored other purchase costs of customers,which lead to customers paying more costs when purchasing.By reducing the total purchase cost of customers,the purchase intention has increased significantly.Thirdly,Hanlin Mansion project did not provide customers with enough purchase convenience,which reduced customer satisfaction.Improving the service quality and saving customers’ purchase time and energy can make more potential customers into transaction customers.Fourthly,Hanlin Mansion project did not make a closely communication with customers,which results in the loss of customers and directly affecting the sales.It needs to strengthen the communication with customers to improve the relation with customers.