The Positive Research On Studio Apartment Marketing In Chengdu

In recent years, the studio apartment project in Chengdu real estate market suddenly comes to the force and becomes a hot spot attracting the attention of the real estate market. While the opportunity and the challenge exist side by side, how to make use of the marketing instruments better and let this project show its obvious competitive advantage are the focuses pondered by every real estate developer or marketing institute when the competition becomes more and more intense. This is the background under which the topic of this thesis is studied.The thesis starts by the definition of the studio apartment real estate, then analyses the general situation of the real estate market, especially the studio apartment in Chengdu. The thesis gives an example of the studio apartment project 'W' developed by a real estate company in Chengdu and applies the knowledge about marketing, service management when analyzing it. Through comparing with another studio apartment project 'Z' , the thesis uses the positive research method, comparing method, inductive method and analyses the marketing plan of this project. At last, the thesis draws conclusions of the general laws from the single phenomenon, makes use of the theories of service marketing, summarizes the key point of the studio apartment marketing—difference, and induces a scientific and practical process, the same as the marketing process of the studio apartment based on the '7PS' theory: product, price, promotion, place, people, process, physical evidence. This process combination is favorable to the improvement of the marketing process ofthe studio apartment from the service point of view and will play a positive role to the healthy development of the studio apartment of the real estate market in Chengdu.