Dissertation > Economic > Economic planning and management > Urban and municipal economy > Urban Economics and Management > The real estate economy

Commercial Real Estate Marketing Study Basing on STP Strategy

Author ZhangHongSheng
Tutor LiuXiaoJun
School Xi'an University of Architecture and Technology
Course Management Science and Engineering
Keywords STP Strategies in commercial real estate Market Segments Selection of target market Localization of Product
CLC F293.3
Type Master's thesis
Year 2006
Downloads 875
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Started from STP strategy (S------Segmentation, T------Targeting, P------Positioning) putforward by the ninth edition of Marketing Management of Philip Kotlers, this thesis explained the formulation and source of STP strategy basic theory briefly, It also introduced SWOT Matrix, fuzzy synthetic judgment Model which would be used as applicable analytical methods in this article.The domestic commercial real estate develops rapidly at present, but a lot of questions exist. Especially the application of the marketing theory, a lot of mistake ideas exist yet. Especially the application of STP theory in the commercial real estate is still in probing and study stage. Based on the current situation of commercial real estate in domestic market, it analyzed the main problems of the marketing plan of real estate in great detail. According to the present situation of domestic development of commercial real estate market and combining the intrinsic characteristic of the commercial real estate products, it studied how to use STP strategy in commercial real estate marketing area including analyzing real estate projects, the rivals in this field, the market segments and localization of products, evaluating the segmental market, selecting target market and locating market goal. And it also explained the procedure and methods of how to use STP strategy, including market forecast through Delphi method and fuzzy synthetic judgment Model.Combining the reality of X company’s T project, this thesis analyzed T project thoroughly in the light of STP strategy. In carrying on the foundation of analyzing to the macroscopical environment of the market of the real estate primary, in allusion to the concrete conditions of the area of the project, to the thing that the rival in the future of a project has carried general analysis, judgment in this area;Using multiple- factors subdivide the market;On the basis of setting up "the market supply------demand model", evaluated the segmental market using SWOT;And using relevant analytical means freely such as Market Prediction, Localization of target client demand, carried on STP strategic analysis.On the prerequisite of thorough study of marketing plan of X company’s T project, it successfully located the market image, product function, customer groups, sales price and housestructure of X company’s T project and defined the marketing plan strategy of the whole project.On the basis of fully absorbed existed research achievements of civil and abroad, it has set up tentatively a specific applicable to X company. And, it has set up analyzing STP of the real estate models of project marketing management frame strategically for studying further and analyzing STP of commercial real estate.

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