1 Introduction
1.1 Research Background and Research Significance
1.1.1 Research Background
In 2015, China’ s Central Economic Conference put forward the development strategy of "destocking" of the property market. With the frequent release of favorable policies such as "New Policy 330", "New policy 930" and "Five Times Interest Rate Reductions in A Year", the housing price has soared, almost out of control, and the market was in short supply. As a result, both real estate enterprises and marketing personnel pay more attention to the growth of numbers and little in the marketing. In 2017, with the establishment of the long-term regulation mechanism for housing, the real estate industry showed a downward trend. The transaction growth slowed down since the beginning of the year. According to the data of China Real Estate Association, sales of commercial housing fell 0.3 percentages to the lowest points of the whole year from January to October, and the growth dropped 0.1 percent.
The turning point makes real estate enterprises realize the importance of marketing. With the rapid development of Internet technology and social media as well as the main consumer groups younger in age, the traditional real estate marketing model cannot meet people’s demand. The arrival of the mobile Internet era accelerates the information dissemination and profoundly affects the whole society. People's cognitive model, lifestyle, consumption patterns have undergone tremendous changes, the Internet has penetrated into every corner of our daily life. As to June 2017, China's Internet users had reached 751 million, with a total of 1992,000 new Internet users in six months. The Internet penetration rate was 54.3%, up 1.1 percentages from the end of 2016.
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1.2 Research Method and Research Thoughts
1.2.1 Research Method A variety of methods were used during the research process and followings are the three main research methods:
1) Document Study: In the course of data collection, the author read a large number of books on marketing management, Internet thinking and real estate marketing planning, browsed a large number of websites at home and abroad, and understand the latest information of other estate enterprises as well as the internet marketing trends in real estate industry and other industry. The author combines with the marketing management theories with the practical experience, proving sufficient theoretical support and case study experience to the marketing strategy research of XS project.
2) Case Analysis: This paper chooses ZR Group as a real study case, by applying STP, 4C and SWOT models analyzing existing problems of XS project and uses the big data marketing and new media marketing theories trying to formulate solutions.
3) Field Research: In this paper, author has a detailed understanding of the actual situation of the ZR group, and has in-depth communication with department of marketing, finance, recruitment and procurement and others of the enterprise, acquired first-hand information and data support, which provides decision-making basis for the formulation and implementation of XS project marketing strategy.
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2 Literature review and Theoretical Tools
2.1 Foreign and Domestic Literature review
2.1.1 Literature Review
Foreign study on real estate marketing theory started relatively early. In 1953, in his inaugural address to the American Marketing Society, Neil Boden coined the term "Marketing Mix", which means that market demand is more or less subject to the so-called "marketing variables" or "marketing elements"(Godley,2003). Many foreign researchers likes Robert E Kearney (1994), Shu-pel Tsai (2008) and Claudio Romano(1995) have conducted a full study on the role of marketing. According to their theoretical research, the role of marketing can be summarized as follows: ①Through continuous improvement of marketing skills, enterprises can obtain more customers, profits and market shares.; ② Through marketing, enterprises can establish their image in the market and improve their competitive advantages. ③Through marketing, enterprises can analyze the various needs of consumers, and can evaluate their competitiveness in the market.
In 1960, professor Jerome Mc Carthy first proposed the famous "4P" marketing combination strategy in the first edition of his "MARKETING".4P marketing theory was summed up as a combination of four basic strategies, product, price, channel and promotion(Borden, 1984). The theoretical orientation is that when the enterprise decides to manufacture a certain commodity, it establishes a price that can recover the cost and achieve a certain profit, and implements corresponding promotion through the main sales channels of the enterprise. The contribution of 4P theory is tremendous and is gradually recognized worldwide. Many scholars have developed it on the basis of this theory. However, as time goes by and the environment changes, the defects of the "4P" marketing theory become increasingly obvious (L. H. Tsai, 2003) .Firstly, it ignores the demand of the market and consumers. The products created by enterprisesare not necessarily needed by the market; secondly, the pricing strategy is composed of cost and profit, which tends to ignore the situation of competitors and the acceptance of the customers. Philip Kotler put forward the concept of Mega Marketing in 1984. In order to enrich and perfect the basic function of marketing "meeting customer needs", the "P" theory also developed from the original "4P" to "11P".
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2.2 Theoretical Tools of Real Estate Marketing
The American Marketing Association (AMA) defines Marketing as a series of activities, processes and systems that bring value to customers, clients, partners and the whole society in the creation, communication, dissemination and exchange of products. Whole-process-Marketing Plan of real estate is to integrate the concept, design, location, environment, housing type, price, brand, packaging and promotion of the developers' construction projects by using the concepts of integrated marketing, so as to rationally determine the actual demand of the target market of real estate. It takes the common interests of developers, consumers and society as the center through the analysis, planning, organization and control of marketing processes such as market research, project positioning, promotion planning and sales execution, and on the basis of a thorough understanding of the deep-seated and future needs of potential consumers, plans a reasonable construction orientation for developers so that products and services can fully meet the needs of consumers to form self-sales products, and through consumer satisfaction to enable developers to obtain benefits process.
2.2.1 STP Marketing Strategy
Real estate STP marketing is one of the important components of modern strategic marketing, which can guide the superior resources of enterprises to expand to the market with greater demand. In the real estate market, the market demand determines the development momentum of the enterprise. Whoever can effectively explore the market demand can find the advantages of product differentiation and take the initiative in the future market.
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3 XS 项目营销现状及存在问题分析 ......................... 12
3.1 ZX 集团介绍 ............................. 12
3.2 项目概况 ........................... 13
3.3 XS 项目营销现状分析 ................. 14
4 项目营销环境分析...................................... 24
4.1 宏观环境分析 ............................. 24
4.1.1 政策环境分析 ............................ 24
4.1.2 经济环境分析 ............................ 26
5 项目营销策略制定............................... 41
5.1 大户型目标市场选择 ..................... 41
5.1.1 市场细分 ............................. 41
5.1.2 目标市场 ............................ 44
5 Marketing Strategy Formulation for XS Projects
5.1 Large-house target market selection
5.1.1 Market Segmentation Target market segmentation of XS project is mainly based on customers’ housing demands. In this study, the influencing factors of customer's housing demands on location, age, occupation and other factors are analyzed. In the first half of 2008, there were 1,986 batches of questionnaires in the project marketing center. These customers have a clear demand for housing. Through surveying these samples, we draw the following conclusions:
1) Residential
Areas With the constant release of Regional Planning, the perfection of transportation system, and the regional price advantage, the visiting customers of the project are not limited to the surrounding areas of the project, and the customers from the central area are gradually increasing. Through the analysis of the questionnaire of visiting customers, it can be seen that the residential areas of visiting customers are mainly local and surrounding areas. Customers live in Shajing, Fuyong and Songgang are the main target market, accounting for 84%. Since the opening of metro line 11, the proportion of customers in central of Bao’an District and Nanshan District has gradually increased, accounting for 14%, and the proportion of other areas accounts for 2%. The largest proportion of visiting customers living in Shajing area is the key marketing area of XS project, followed by Fuyong and Songgang. However, the current surplus of the project is large-sized, and the price is high. The customers of Fuyong and Songgang have been absorbed by the market by 90% after the digestion in recent years. The project shouldbe based on the local customers of Shajing in the later marketing. Pay attention to the customers of Baoan Central District and Nanshan District.
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6 Conclusions and Further Study
6.1 Conclusions
Under the background of a greatly revolutionary era, real estate enterprises are facing new challenges. With the regulation and control policies Introduced continuously，the housing price gradually becomes stable, many hold a clear wait-and-see attitude in the market. Customers are younger in average age whose behavior and habits connected with internet which sends a signal to the market to keep abreast with change. Traditional marketing strategies have fallen behind the development of the times. Real estate marketing is a very important link in the development of real estate, and its importance has attracted more and more attention from developers to consumers. Based on the marketing strategy theories and analysis method, this paper carries out a detailed SWOT analysis of XS project under the background of the current situation of the real estate market in Shenzhen and analyzes the current marketing status of the project by the marketing STP and 4PS theory, identifying the existing problems of the project and offering some solutions. The main research conclusions are as follows:
1) With the rapid development of Internet and electronic information technology, the technological revolution based on Internet technology has significantly changed the external marketing environment of real estate enterprises. From a microcosmic perspective, Internet technology directly affects the way of information acquisition of real estate consumers and has a huge impact on their real estate consumption patterns. From a macro perspective, under the current strict macro-control policies of Shenzhen government, the competition in the real estate industry is increasingly fierce, and many real estate enterprises change their marketing concepts in time for survival and development.
2) Although the XS project faces many challenges, such as insufficient brand influence in the marketing, traditional conservative promotion channels, etc., it also has its obvious advantages, good location, complete living facilities, and product quality recognized in the market. XS project should maximize their advantages scientifically and rationally use the marketing strategy to maximize the benefit of the project sales.
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