Real Estate Development Strategy of Longfor Group in Xiamen Under the Background of Policy Drive and Market Differentiation

Abstract

This article examines the development of Longfor Group in the Xiamen real estate market. It begins by introducing the brand, philosophy, and values of Longfor Group, followed by an analysis of the macro policy environment, economic growth, and the current market conditions in Xiamen, including relaxed purchase restrictions, supply-demand imbalance, and regional differentiation. Through a SWOT analysis, it highlights that while Longfor Group offers a diverse range of high-quality products in Xiamen, its development experience and social responsibility are less developed compared to Vanke, and it faces policy risks. The article suggests that Longfor Group can enhance its competitiveness and pursue further development through precise site selection, innovative business models, and expanded operations, as well as effective marketing strategies, diversified layouts, and experiential marketing.