The Analysis Of The Case For Huaming Pleasant Garden's Market Process

Through decades of years rapid growth, Residential property has been one of the most crucial sectors and main driver in Chinese economy development. Benefited from the rapid urbanization and sharp increasing in consumers' incomes, property developing will remain the position as one of the fastest growth sectors in Chinese economy for a quite long period.Because of the huge potential in the property-developing sector, and total size of the sector is growing backed by increasing investments in the sector from the whole society.Under the market condition in which prospects and intensive competitions exist simultaneously, how to pursue maximum economic return and how to control risk is becoming a more important question to consider for every property developer.The dissertation describes realistically the case of Shenyang Huaming Group, in which the group marketed the property located in north city of Shenyang, named " Huaming Pleasant Garden".The dissertation provides the data needed in the market process, ranged from macro economic environment, sector climate, resource of the developer to consumers needs and behaviors; the author apply the theories of Marketing Management and Strategy Management from MBA courses into the case and complement the systemic analyses of the case, concluding the contributions and short comes of the marketing process to achieve the company's goals in the case.As the history of Chinese property developing is not long, The researches of theories has not been complemented sufficiently, and there are still experiences and lessons needed to conclude, although property developing companies are transforming their trading activities from selling to product marketing towards to true marketing managing. The dissertation tries to provide a real-world case and analyses tools for people who work in property development sector, and discuss marketing theory, how to keep sustainable competitive advantage for property developers in a rapidly developing marketing environment with intensive competition.