Wenzhou's Real Estate Marketing

After 20 years development, real estate industry of Wenzhou has achieved compelling success. The rapidly development of the real estate industry in Wenzhou has been a new impetus of regional economy and the focus of consumption. With the sustaining boom of housing market, the housing price which kept on rising arouses the intense attention of the government and academia, By the soar of housing price, it means the accumulation of the risk. Many real estate enterprises behave irrationally in the market due to their subjective reasons, such as poor brand awareness, inadequate capital operation, slow market development in other city and insufficient cooperation between enterprises. At present, real estate industry faces many challenges from the strict macro economic control housing purchasing enthusiasm of local people greatly reduced, increasingly rational investment psychology and much more fierce competition. For real estate enterprises, competition not only lies in housing projects but also in its comprehensive strength. Such being the circumstance, it is really necessary and meaningful to analyze real estate industry in Wenzhou and find out its success factors and formula. This paper consists of five parts: Part one: to analyses the current situation of Wenzhou's real estate industry under Wenzhou Model, especially the severe challenges for Wenzhou real estate industry and significant meaning of making a study of success formula of Wenzhou real estate industry Part two: differentiated competition among real estate projects in Wenzhou. This part mainly concentrates on real estate industry, demand in Wenzhou real estate industry, and planning procedures of Wenzhou real estate industry. It points out that orienting at target market and fully displaying self capability are the precondition for effective competition in Wenzhou real estate market. Part three: brand building based on value chain in real estate industry. This part discusses the theory and feature of real estate brands, developing procedures of real estate enterprise based on value chain theory. The conclusion is that, based on the value chain of real estate enterprise, brand strategy will be the main support for Wenzhou real estate enterprise to enhance its comprehensive strength and increase market share.Part four: introduction of customer satisfactory strategy in marketing. This part mainly discusses plans to carry out new marketing system in real estate industry in order to reduce operation cost by coordinating relevant interest groups. It is the internal and external support for rapid development of Wenzhou real estate industry. Originality: this paper discusses and analyzes Wenzhou real estate industry based on the theory of real estate management and regional economics. Through spot investigation in successful real estate enterprise, some characteristic enterprise behavior of the successful enterprise is found out. In conclusion, the paper points out success formula of Wenzhou real estate enterprise under Wenzhou Model, which is to provide some beneficial reference for Wenzhou real estate enterprises.