Text/Zhao Yanfeng Yi. The core of the STP strategy modern marketing strategy is the STP strategy, that is, the target marketing strategy. The so -called STP strategy refers to the introduction of marketing concepts in the preliminary marketing of the target market marketing process (), selection of target market products and market positioning () according to the target market marketing process (), and market positioning (). A unified marketing planning scheme.nThe purpose of the Real Estate Marketing Application STP Strategy is to make the construction, construction, marketing, service, management, etc. than competitors to meet customer needs in terms of design, construction, marketing, service, and management, so as to accurately establish the overall concept of the development project A set of value systems, strive to use product differentiation strategies to avoid competition and surpass competition, so that developers and their products establish a good brand image in front of consumers, and ultimately achieve good sales purposes.nIn the early real estate marketing planning, the planner or using the concept planning model, choose one or more significant features of the real estate, emphasize and propagate consumers, enable consumers to establish a conceptual understanding of the real estate, guide consumers in many real estate real estate Choose your own real estate to achieve the purpose of the promotion; or rely on the selling point planning model, that is, planning to adapt to the rational choice of the seller's market and consumers, use the advantages of listed real estate and gather it to one, and make it to consumers " Can meet all the requirements "commitment, so as to achieve the purpose of promotion. These planning models are too simple and there are obvious deficiencies. The concept planning model only relies on a characteristic of real estate protrusion to achieve sales. In the current situation of the vacancy rate and the buyer's market, it only solves the choice of consumers' identification, but it is difficult to successfully achieve sales intention; The development point planning model that can list the endless selling point to the market requires developers to make sufficient promises to buyers in the short term. The result is that each selling point is increasing. Publicity plays a positive role, but at the same time, the large -scale profit of the development project will also be discounted due to these selling points.nApplying the STP strategy, marketing planning is to conduct market demand surveys at the time of the project, correctly determine the needs and desires of the target market, and use marketing theories such as differentiation and avoiding competition. Unique characteristic real estate.nSecond, the actual application of the STP strategynPlanning a effective real estate marketing plan is to discover and understand the real estate target market, while market segmentation is the prerequisite and foundation for choosing and understanding the target market. Taking residential projects as an example, the real estate market segmentation parameters can be divided into four categories: family parameters, regional parameters, psychological parameters, and behavioral parameters. Among them, dividing the consumer group with behavioral parameters is the best starting point for creating a market segment. The successful planning of ZH Real Estate Planning Center for the "House Language Fate" noble residential project of the city of D was planned from the entire project marketing plan from the behavior parameters.nCity D belongs to the fourth -tier cities of real estate development, but the city has a high -speed and effective logistics system and the largest clothing wholesale market in the Northeast, which means that City D has a seductive market and a low labor market. Therefore, major businesses have entered the city of D, and real estate has a large number of foreign investment. The competition in the industry is increasingly fierce, and the level of competition has been continuously upgraded.nThe "House Language Fate" location is located in the south of City D. The nearby real estate is mainly Taoyuan Villa. After many years of development through Taoyuan Villa, the location has gathered in considerable popularity and residence. The fruit wholesale market and the clothing wholesale market are gathered here; and the environment of this location is elegant, sitting on the two mountains, there is a quiet green land in the trouble, and the coverage rate is as high as 60%. It is unique.nDuring the early preparation stage of project marketing planning, the ZH Real Estate Planning Center determines the four principles of market segmentation for the specific situation of the local and the actual capabilities of the development enterprise. The market purchasing power and market size can be measured. Through investigation, the size of the market can be judged; the second is that the market segmented is capable of entering the company. The third is that the market size of segments must make enterprises profit; fourth is that marketing marketing is feasible to enterprises. The technical conditions and capital capabilities of enterprises can meet the marketing planning requirements of the market market. According to these principles, according to the market segmentation parameters, analyze and determine the needs of potential consumers for products, especially in detail the personality needs of potential consumer groups, and investigate and measure the market size of these potential consumer groups. Design marketing strategy services.nAfter research on the market segmentation, the target consumer group and its market characteristics of the "House Language Fate" project are defined from the act of pursuing interests in the consumer group. , The owner of the communications market, the home buyer near the southern district, and the class with strong economic and artistic temperament as the main consumer group; the potential consumer group is about 35 to 55 years old; the family structure has entered middle -aged middle age In the period, the population is simple, and the entertainment and leisure of living space are large; they pursue high -end residential communities and taste, but at the same time they are businessmen, and they have a strong "value -for -money" consumption psychology.nAt the same time, the planning center of this case according to market surveys, which segmented the marketing tendency and requirements of market consumers, including: high standards for environmental planning, all kinds of living facilities, all kinds of activities and venues must be sufficient; With advance consciousness, make the community more modern, and pay special attention to intelligence; the design of the facade outside the real estate must be novel, the color must be coordinated, and the style must keep up with the trend; Community; high greening rate, almost all target market consumers believe that the high greening rate is very necessary. This part of consumers' requirements for the residential environment have become higher and higher; Kindergarten, vegetable markets, supermarkets, hospitals, basketball courts, tennis courts, libraries, chess and card rooms, etc. are all available; high requirements for property management, hoping to provide security, cleanliness, house repair, garden greening, and some special services ( Such as housekeeping, ordering tickets, nursery, elderly services, etc.). Compared the selected segments and development products, it is found that the products of small high -rise and town villas basically meet the needs of the above market segments.nAfter selecting the target market, the Planning Center uses Terfilfa to predict the target market, summarize the investigation data and data, design 12 issues of the development trend of the forecast market, and consult more than ten experts questionnaires. The next round of consultation, and then statistically analyzed the prediction results, and finally determined that the market segments and related concepts were: owners or operators of various professional markets, their own class with cultural and artistic temperament, and strong economic capabilities; The adaptive product positioning is: excellent living environment and natural landscapes, a strong artistic atmosphere, excellent property management, high -end architectural forms (small high -rise and town villas).nAfter determining the product, the important content of marketing planning is to find the core value of the project, so as to establish a different market position among target users. First of all, the core value positioning of the "House Language Fate" is to create a "capital of urban culture and art" - "House Language Fate" is a tribe with artistic cultivation, cultural taste, and desirable art. Secondly, the "House Language Fate" determines the "home next to it" as another value point of the project. If the person in this job chooses the "homes language", after a day of tiredness, you don't need to hurry to rush to the house, because the home is next to him. The concept of class residential area is the core value of the case.nIn the marketing planning of this project, the ZH Real Estate Planning Center has determined that the main line of marketing planning is the image characteristics of the project. The elegant residence of vacation reflects the pursuit of quality and respect for the owners everywhere; the boutique property, safety first, reflect the artistic connotation of real estate. The planning center also accurately reflects the project image through the "natural, art, enjoyment" advertising theme.nThe marketing plan in marketing planning must be carried out at the time of the project of its product image. It mainly focuses on the media such as television, graphic media and street signs, and on -site. Force, form a certain market atmosphere.nThe "House Language Fate" using the STP strategy throughout the marketing planning, which has minimized potential benefits, laid the foundation for the perfect development of the entire project, and was fully reflected in the implementation process.n3. The key point of STP strategy application When applying STP strategy to formulate real estate marketing solutions, you need to pay attention to the following issues:n1. The choice of subdivision parameters of the real estate market should pay attention to its socio -economic purpose. The selection of parameters in the case is divided from the perspective of the residential market. The subdivision parameters of the residential market must be analyzed and studied for family parameters. The contents of the content are: family households; family structures, including scale, type and intergenerational number; family income and consumption structure. Although real estate is a regional market, its purchasing power is not limited to this area, and the real estate location environment has a triple nature, namely natural geography, economic geography, and human environment. Therefore, when subdivided the real estate market, it is necessary to fully consider the evaluation and preference of consumer demand for the regional environment. One of the main factor affecting consumer behavior is psychological factors. In addition to the most important factor in motivation, lifestyle is also an important content. Behavior parameters are consumers' understanding, attitude, use, and response of real estate products. This is the most effective segmentation parameter in market segmentation.n2. For the selection of the target market, the key step is to study the investment decision -making and investment portfolio of the project, which is the feasibility study of the project. The content of feasibility studies includes four aspects of nature, law, technology, and finance, and at the same time to meet the target markets of the four aspects of feasibility requirements, which is the target market that we can choose. After selecting the target market, different methods (such as Terfela) need to predict and analyze the market demand and finally determine the target market.n3. Real estate products are composite composed of core products, form products and additional products. Marketing planning is mainly differentiated from its core products and additional products. One of the characteristics of the real estate consumer market is that consumers continue to learn in the practice of purchasing and using goods, gradually gain and accumulate experience, and adjust their purchase behavior based on experience. As a durable and investment special commodity, houses have a great impact on the image and reputation of developers' creativity, layout, and quality of house quality. Therefore, in the project marketing, the brand concept should be established, the environmental quality and cultural connotation should be paid to the environment, and the after -sales service (property management) should be strengthened, so that consumers can eat the "resentment pills" that are conducive to themselves. The principle of product positioning is usually the overall planning and then the specific unit, the weak space and then the strong match, the minor parts of the facilities and then the subtle part, first differentiation and then homogeneity.nIn short, the application of the STP strategy provides a complete way for accurate, rapid and effectively formulating real estate marketing planning solutions.
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