深圳XS项目市场营销策略研究

本文是一篇市场营销论文，本文以 XS 项目作为研究对象，对其营销策略进行了综合分析，包括项目营销策略存在的问题，所处的宏观环境、竞争者、SWOT 等方面的分析。目前项目小户型已全部销售，但还有 21.6%的大户型产品却出现滞销，在品牌知名度和创收上没有达到公司预期。

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 should be 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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