Research On The Marketing Strategies Of Chongqing Longjingyuan Real Estate

Market is the total of demands,including all kinds of different ones.Any enterprise,whatever scal,can only share part of the market.But every enterprise is forever pursuing the goal of a larger marketing strategies of various industries.The real estate trade is being cultivated as the new growth point of Chinese economic.With quickening of the housingreform,the expendture of the lodgings is becoming a hot point.The real estate business has a new development chance.This paper tries to make a study on marketing strategic of real estate.Firstly,this paper makes a detailed analysis on its current situation,segmentation and the selection of target market.By raising the simple and obvious X-Y axis segmentation method,the real estate market is segmented into three categories,ramely,mature,potential and under cultivated markets.Meanwhile,according to the investigation of tendency of several urban the real estate markets,developing theoretical mode of chongqing the real estate market is generally simulated.Furthermore,all of the regional markets in our city are divided of regions:not-focused-on region,focused-on region and the region suitable for setting up the image of enterprises brand.Secondly,basing on the theoretical analysis to the model in customers purchasing behavior and brand selection,the paper,according to the characteristics of different segment markets as well as consumption classcs,standing at the angle of enterprise,theorctically explores how to make marketing strategies in limited markets,and gives a concise as well as empirical explanation by a variety of concrete cases,guined the primary idea how the real estate enterprises builds up the marketing strategics based on adapting to the features of buyer market,the real estateThe thesis uses the methods of SWOT etc to analyse the strategic environment and the interior factors of chongqing longjingyuan real estate businesses.In the pricing strategy,along the optional rule which customers purchase commodities for value maximization and price minimization,the paper works out the delivery value pricing method which can guarantee both the delivery value attracting customers and the profit of enterpriscs,combined with philip Kotlers delivery value theory for customer.