| Project Title: | Study on the Optimization of Marketing Strategies of Chinese Listed Real Estate Enterprises in Second and Third-Tier Cities — An Example of the Sunac Jiuxifu Project in Nanning, Guangxi |
| Author: | Mr. Gan Jingzhi |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration (International Program) |
| Major: | International of Business Management |
| Faculty: | Graduate Schools |
| Academic year: | 2022 |
| Url:
Published: |
Proceedings The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023 |
Citation
Gan, Jingzhi. (2022). Study on the optimization of marketing strategies of Chinese listed real estate enterprises in second and third-tier cities — An example of the Sunac Jiuxifu Project in Nanning, Guangxi (Master’s independent study). Bangkok: Siam University.
Abstract
The purpose of this study is to analyze the marketing strategies of Chinese listed real estate companies in second and third tier cities and to discover new marketing models for real estate projects in today’s context. The three objectives of this study are: 1) To explore the corporate marketing strategies of real estate companies; 2) To analysis the consumer behavior and find the right target market position; 3) To discover new tools for real estate marketing strategies.
This paper adopts the documentary method to analyze the problem, taking the project of Sunac Jiuxifu in Nanning, Guangxi as an example, and uses the AISAS theory to analysis the consumer behaviors and the 4P marketing theory to formulate marketing strategies and build the new tool for real estate marketing model. After the study, the result founds that: Firstly, currently Chinese listed real estate enterprises generally have backward marketing concepts, slow transformation of digital marketing strategies, imprecise market positioning of target customer groups, and insufficient innovation in online marketing, and innovative marketing is imperative. Secondly, by using the AISAS model for customer analysis, we found that consumers nowadays are more rational and proactive, more eager to search for products they are interested in on the Internet, the company need to effectively use new Internet technologies to establish effective links with consumers in order to locate the right target market. Thirdly, for the new marketing tool, ” Intelligent Management”, which is an automated management system model based on “Internet+”, “Big Data” and “Cloud Computing” technologies that can help real estate companies perfectly develop effective strategies for consumers at all stages. This study hope can provide more experience and reference for other researchers and can help the real estate business operation.
Keywords: marketing strategy, customer segment refinement, integrated marketing, innovative marketing.
Study on the Optimization of Marketing Strategies of Chinese Listed Real Estate Enterprises in Second and Third-Tier Cities — An Example of the Sunac Jiuxifu Project in Nanning, Guangxi
Master of Business Administration (International Program), Siam University, Bangkok, Thailand