Research On The Strategy Marketing In The Whole Course Of Commodity Housing

Through the dialysis to the fact of a great quantity empty rooms, the writer recognizes the principal reason is because of the backward thought mode . The original intention of the text is to bring up a solving way to the empty rooms. But , with the thorough of the research , the writer finds that the backward thought mode exists commonly in real estate companies now . The main representation is that the marketing ideas of real estate now in some degree is simply to sell and promote the property that have been built . If strictly saying , it is only the selling in the concept of marketing . In the following , through the further cognition to real estate , in the high of the development of an industry , the writer analyzes the essence of commodities and points out that market is its foundation and marketing is the important method to realize the target and it is necessary and urgent to establish newly idea and thought mode of the development of real estate .Through the introduction and comparation to the marketing theory of real estate now, the writer points out their excellence and drawback respectively . On these foundation , the writer brings up his own marketing theory of real estate , that is the strategy marketing in the whole operation course . The writer mainly explains his marketing thinking with the method of the combination of theories and cases. The writer think that marketing should pass through all along in the every phrase from project invest judge ,design , construction , promotion and selling operation , properties management extremely to the secondary marketing ,and be the strategy position that guides the direction of project and enterprise .Among it , through the investigation and research to the environment and market, based on the analysis to SWOT and require of the project , the marketing in the phrase of investment is the most critical step and decides the success or failure of the project . It's main assignment is to proceed precise product and market position and suggest to avoid the potential risk . It's final purpose is to provide market information and support for the decision of project and to judge the project feasible or not .Based on the market position , at the starting point of satisfying the require of the target market , the marketing in design phrase is to select the main house model ,decide the style of architecture and decoration, and make suggestions to the design of environment art and landscape . Building subordinates to the construction of real estate and is relativelyindependent to marketing . But , it's emphasis is quality marketing in broad sense . In the phrase of plan and sale , the main contents of marketing is to make a price , control selling , arrange the advertisement , decorate the selling central , make selling books and sell . In this phrase , there are amount of work , and it is the most central phrase of commodity housing marketing theory and practice which can examine the success of failure of marketing . The properties service and the secondary marketing mainly have much influence to the follow-up project , and can promote the value of brand . This text interprets explicitly the contents , purpose and related connotation in each marketing phrase .