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紫玉金地房地产项目营销与STP战略

时间:2021-08-31 来源:未知 编辑:梦想论文 阅读:
STP strategies refer to in accordance with the three steps of target marketing in the process of choosing target market (targeting) and market segments (segmenting), product and market positioning (positioning), in the real estate project prophase planning refers to the concept of marketing, so as to formulate a and real estate project extension to the consistency of the whole marketing plan.
 
 
 
In the marketing of the real estate project application and the purpose and significance of the STP strategy is to help the project from design, construction, service more targeted, through product differentiation to avoid vicious competition, make the product more effective butt consumer demand, in order to enhance the operating performance of the target.
 
 
 
First, market segmentation
 
 
 
Market segmentation refers to the enterprise according to the diversity of market demand and purchase behavior differences, the overall market is divided to a plurality of has some similar characteristics of the customer group (known as a market segment or sub market), to determine their target market.
 
 
 
Purple gold project through analysis of related factors of the subjects of the real estate market demand, to help determine the basis for selection of the target market of real estate. The factors affecting demand of purple golden project from the following specific aspects distinguish:
 
 
 
(a) age factor
 
 
 
From the age structure of the random sampling survey data: minimum age is 20 years old, the maximum age is 75 years old. Between 25-35 years old accounted for 45%, is the most 35-45%, between 45-55 years old is 17%, other age paragraph the proportion of 9%, the average age is 36 years old. The distribution is shown in figure 1:
 
 
Fig 1 age distribution map
 
 
 
From the age distribution diagram we can see, 25-45 years old customer purchase intention significantly. This part of the customer with a certain social status, or a rigid housing demand, savings or relatively rich, will improve living environment or investment, the future income undecided or have good expectations, dare to ultra before consumption.
 
 
 
(two) the purchase motivation and the number of home buyers
 
 
 
In the investigation of residents' purchase motivation, to improve the living conditions of the share of up to 59.2%, followed by the appreciation of the investment accounted for 22.4%, used to get married and local residents accounted for only 9.2%.
 
 
 
In this, belonging to the majority of the two home buyers, up to 39.2%, the first home buyers accounted for 50%, the number of home buyers accounted for only 10.8% of the total.
 
 
 
Purchase motivation statistics as shown in table 1:
 
 
Table 1 Statistics of purchasing motivation
 
 
 
(three) job and income factors
 
 
 
For urban residents, the income of the people mainly rely on wage income, so the occupation is a major factor in determining the income of people.
 
 
 
In recent years, the rapid development of Yingkou City, accompanied by national enterprises and international enterprises to enter, the employment pattern in Yingkou City occurred great changes, resulting in a group is mainly engaged in the industries of metallurgy, petrochemical industry, equipment manufacturing, magnesium materials, textile and garment, new building materials and other senior staff, they are of high-quality housing needs of the larger population, purchasing power is also strong. Followed by private business owners. These two parts of the crowd is the main consumer of Yingkou City, the real estate market in high-end real estate, Yingkou high-grade property is mainly focused on marketing, and purple gold project, the main consumer groups, once again, is civil servants and freelancers.
 
 
 
Consumer background and experience of different occupations will affect the purchase decision-making factors. Such as executives and white-collar class choices with the structure of functional rooms, for their study and receive visitors leisure design is essential. State officials and staff of public institutions will pay more attention to the details of the housing and comfort; private business economic strength of the most prominent, the relative preference for three rooms and four rooms Huxing, and the habit of buying the same unit of several layers of, convenient several generations of people live. On the three types of occupation, the population survey shows expected housing delivery standards to rough housing delivery accounted for 34.7%, Chuwei renovation accounted for 42.9%, the whole renovation accounted for 22.4%. It can be seen that this part of the professional population tends to be able to carry out personalized decoration in accordance with their wishes, which is a high quality of life of a sign.
 
 
 
Home frequency statistics as shown in table 2:
 
 
Table 2 Statistics of home buyers
 
 
 
Two, target market
 
 
 
The target market is defined in the market segments based on, enterprise according to their own advantage, from market segmentation choice one or several sub market as their target market, and according to the characteristics of the target market expansion marketing activities, the more enough to meet customer demand at the same time, got bigger and more high profits.
 
 
 
By the age of purple gold project in customer groups distribution, employment and income, purchase motivation and times, and so on a combination of factors to consider, to locate the purple golden project target market. As shown in table 3.
 
 
Table 3 purple gold project target market
 
 
 
Three, market positioning
 
 
 
Market positioning is refers to the enterprise in the selected target market, according to the specific circumstances of the advantages and disadvantages and competitors, products for the enterprise to establish a distinctive image, determine a position, in order to achieve the enterprise established marketing objectives.
 
 
With the development of real estate in Yingkou, the current market has been in high demand, consumers have entered the "era of emotional consumption", consumers in the quantity and quality of products based on, in the pursuit of emotional appeal has been reflected its value of real estate products. Purple gold project is sitting on the downtown area, well-known enterprise development, it has on behalf of a social symbol, represents the comprehensive strength of consumer taste, social status, economic income.
 
 
 
Purple gold project from the spirit of the subject of modern European style terrace garden, build the Yingkou's first theme landscape community, and strive to through the product reflects a high quality of life to impress consumers. In the product should be prominent lots advantage and product quality and property services to define a state of life, so as to the distinguish with other projects, will make purple gold project, occupy a special position in the minds of consumers, early to become the ultimate consumers.
 
 
 
Combined with the environment of Yingkou, Yingkou real estate market characteristics and project its characteristics and so on several aspects, we try to the purple golden project a clear image, let buyers feel really feel, purple golden project market positioning are as follows:
 
 
 
Brand positioning: the project belongs to the Yingkou purple milepost
 
 
 
Project market positioning - the owner of the heart of the city
 
 
 
Product grade location: Yingkou high grade residential area
 
 
 
Property services positioning -- brand service property management
 
 
 
Eventually the, purple golden project from market segmentation, select target market and market positioning formulated the STP strategy, quickly, accurately, and efficiently provide real estate marketing planning scheme provides a complete approach.
 
 
 
Reference
 
[1] Armstrong Kotler. Marketing principles (Ninth Edition) [M], Beijing: Tsinghua University press, 2002
 
[2] Li Huijun.T Real Estate Company Rhine Town Marketing Strategy Research [D], Lanzhou University 2010
 
[3] Zhang Yuesong, a Zhaohong. China's real estate market positioning strategy of [J] construction, modernization of management, 2005 (1), 58-60.
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