Marketing Strategy: Do In Rome As The Romans Do.

In recent years, under the situation that urban land is extremely scarce and industry policy is extremely volatile, many development enterprises have poured into secondary cities with many developing opportunities, low potential and low cost, including county-level cities, even counties and townships. However, such regional markets and urban markets are quite different in many respects, especially in the backward market represented by "county". Marketing No less.

In fact, the discussion of "real estate marketing" between "county" and "three or four line cities" is not a new topic, but few theoretical articles distinguish them clearly. In fact, "county" is totally different from all "cities". Of course, there are different development and marketing propositions.

Propositions are different, but they may not be new. For urban developers, county development is actually a return of a product. Marketing In other words, county marketing can be understood as innovation in means degradation. This article will combine the development of residential projects in counties. Marketing Experience deconstructs this proposition.

　　 The proposition for development: why do we have high positioning, meticulous products and lack of resistance?

Generally, developers are accustomed to direct the development mode of urban projects directly into the county and even towns, and blindly pursue the scale and grade in the absence of understanding and full market adjustment. It is believed that the real estate planning concept and product quality of the city are high and the customers in the backward areas have not seen it. They will surely sell a good price, which will widen the difference in the less competitive market and the relatively backward market, and the sales cycle will also be greatly shortened. But nine times out of ten, the rate of recognition and turnover is much lower than that of local soil development projects. Every time we suddenly wake up, we regret it.

In fact, the county real estate development need not blindly pursue the grade and pursue the details too much. First, the urban construction in the county area is backward, the housing concept is conservative, and the real estate market is developing late. The market demand has not yet received good guidance. The grade, taste and even the advantages and disadvantages of the housing type have not yet formed a distinct concept. Two, most counties are still located in the semi rural areas where the urban and rural areas are integrated. In terms of housing, each family has two acres of land. For them, it is even better to build a small two-story family when they divide their families and their children get married.

Despite the accelerated pace of urbanization in recent years, the transformation of old villages and urban expansion has also led to large numbers of urban and rural population entering the urban area. A large number of young and highly educated new families have started to turn from self construction to purchase. However, most of them choose the low-end housing as the old village renovation or enterprise development. After all, the county's per capita income is low, so we can solve the problem of housing before we can talk about the improvement and upgrading of enjoyment. The simple conclusion is that the demand of the county and city needs a different understanding of prices, and the contradiction between value and price is obvious.

　　 Development strategy: product value, development cost, and cost. Price Find a balance between them.

1, do not blindly copy the urban development mode, oversize the scale, improve the grade, pursue the concept, and dispel the idea of expanding the product type by expanding the product type, increasing the hit rate of customers. Instead of laborious selling, famous architectural design, planning, handwriting, building technology and intelligent advanced level, room space error is almost like casting pearls before swine, so it is better to put a low profile and plain work.

Considering the cost of land, the cost of the county is generally low. It is suggested that the construction form should be multi-storey, giving up the practice of raising the grade and increasing the income through the construction of the high building.

From the perspective of demand, the county has a large family and complex family structure. Huxing emphasizes north and South permeability. The scale is mainly composed of two rooms, two rooms, three rooms and two halls, with an area of 80-130.

2, reduce the development cost reasonably, because the cultural taste and living habits of the county residents still have a certain gap with the city. The uniqueness of gardens and buildings can not become the core elements of project promotion and acceptance, as far as the market needs are concerned.

Considering the cost of gardens, excavating the concept and pursuing scenery, instead of making a sarcastic comment on "I do not live in the yard", it is better to do some greening between buildings and install rest and fitness facilities. Otherwise, it is easy for local people to think that wool is on the sheep's surface. Not only does it occupy a lot of house prices, it is also flashy.

From the architectural details, the city often has or emerging intelligent and building technology, refined decoration has just been accepted by the city and many problems, the proposal is also abandoned. Mainly for the local housing is still living mainly, the pursuit of practical and practical benefits. Science and technology is good, not necessarily used to live, not accustomed to, may not want to use. The decoration is good, but it may not be reassuring to the well packed buildings.

From the supporting aspects, due to the combination of urban and rural areas, urban life supporting is still in the development stage, new residential occupancy after life related problems have emerged. It is suggested that the new residential buildings should be thrown away in the planning and location of the so-called functional buildings such as clubhouses, and the commercial buildings along the street should be rebuilt. One can sell cash, and the two can complete the package through property investment or pre sale shops.

If, on the same hand, it is clear that if we are fully standing in the market perspective, clear positioning, products are suitable for the market and the price is reasonable, the marketing will go smoothly and the sales rate will be improved.

Product case: Ji'nan Changqing District Lao Cheng "sunshine x court" residential area, covers an area of 50 acres, the planning volume ratio of 1.6, planning 6 small high-rise buildings, 60-140 square meters of apartment type, from the architectural form, the surrounding maturity is high, product acceptance is relatively easy, but because of the higher cost, the price will go far beyond the similar projects in the region, accept the emergence of resistance.

Construction area, apartment size reduced to 80-120 square meters, room design for two rooms, two rooms to three rooms and two rooms, appropriate through the top floor + the gift pavilion to meet some of the larger apartment requirements beyond this main section; the garden adopts the practice of protecting the original low green plants, and through the planning to make the buildings reasonably avoid decades old trees, and can not get the way of temporary transplants, such as the purple leaf plum and the fir tree, and so on, and reduce the cost of the garden; by pre loading solar energy, public parts marble decoration and stainless steel fences, external wall insulation, and double glazing of the outer windows, the building itself has been improved by practical details; the community property management and some commercial facilities have been fully satisfied through the peripheral self built business. In 2008, according to the market correction, the product was multi-storey. According to the characteristics of land use length, each unit can be added to the same level as the small high-rise building.

　　 It is easy to see that the core competitive advantage of the project is:

Multi storey: low building cost and low price. The room rate is higher than that of small top level. Show benefits to customers;

Huxing: multi storey slab type building can easily get the layout of transparent and all Ming. Compared with small high-rise residential buildings, the space is better utilized. Because customers are not strangers to such buildings, there is little doubt about their acceptance.

Gardens: starting from the living habits of local courtyards, making simple use of big trees to create a practical and affordable courtyard space can provide a comfortable and comfortable life scene by describing the "summer rest" and "neighborhood relationship".

Details: combined with local living habits and analyzing the cost of living, it is recognized by most customers that it is not cheap to buy and install solar energy after all. Combined with the residential standard requirements of heat preservation and energy saving, comfort has been achieved at home.

Matching: from the complementarity of the regional matching, combined with the situation that the surrounding schools, markets and shopping malls have been fully equipped, the maturity of the project life matching has been promoted once again through the self built commercial investment. Even if the regional matching is imperfect, the customers are relatively easy to recognize.

　　 The proposition to marketing: the connotation of the title is deep, the concept is new, and the advertising creativity is good. Why is there no good performance?

The problem is that marketing means too high. Usually, the marketing and planning team of the town or the marketing department of the developers are not familiar with the market operation. I always want to show off the common means in the city and do not have a good graft with the local people. Although there are many problems, there are even no problems.

The biggest difference between the characteristics of Xia County and the city is "rustic spirit", which has many problems, such as large rural coverage, small urban area, scattered customers, lack of media, narrow customer vision and so on. First of all, the rural area is large, and the more profound marketing master can not spell it out. Such as "CLASS", "subject city" such names, they think that too foreign and too speaking, serious once they touch the local taboo will be more difficult to clean up. It is precisely the same saying that "phoenix mountain villa" and "Rose Garden" are easy to accept. Practice proves this too. Secondly, customers are dispersed and there is no effective media.

Generally, the urban population is large. A project can only be sold out quickly in a city or even in a city, but it is difficult to achieve such a combination in urban and rural areas. Even if it is easy to find a tabloid newspaper, there may not be several effective visits or calls. Then the advertisement is too ornate, pursuing creativity, and promoting conceptualization seriously. Just like the case, if we popularize the language to the point of "let life rethink", it is better to write a three word "buy a new house" by writing a blank sheet of paper.

　　 Marketing strategy: image in Rome as the Romans, promote penetration, means melt, into meticulous.

1, the name of the case should be excluded from the gorgeous, not pursuing the connotation. The common, easy to understand, easy to remember and auspicious words are the keynote of the creation. It is suggested that the suffix can be labeled as "residential", "court", "court", "villa", "residence" and so on.

2, popularizing language pays attention to vernacular and stresses explanation. After all, the promotion language is the core of the interpretation project, and it is not a measure that shows the level of planning.

3, advertising does not pursue "creation". The combination of picture and text should be appropriate and realistic. Since the house is reflected in the large space of the house, the text is not blindly literariness. The area map, contact telephone and project address in the advertisement should be clear, and the appropriate circumstances can expand the space.

4, the location of the sales center should be adjacent to the project. If conditions permit, consideration should be given to street identification and bright colors. The naming should not be used as far as possible.