Evolution, Trends And Depelopent Strategy Of The Residential Products

This thesis considers residence as a product to study. The residential products can be classified into five levels including core benefit, basic product, expected product, augmented product and potential product based on the concept of product defined by Philip Kotler, an famous scholar in marketing in America. Through analyzing the developing background of residential product in Beijing such as the change in economic system, the growth of economy, the variation of consumption mode, and mature of enterprise in producing residence, we try to discuss what the residential product have taken place with the change of policy issued by state in housing, the development trend of residential product in Beijing arisen from further splendid achievement in economy and mature of housing industry. We also explore what will be the exploitation strategy adopted by the enterprises to face the new development trend in residential product.Reviewing the related documents and citing official statistical data released by state and Beijing Statistics Bureau, we synthetically analyze the development process of policy issued by state in housing and that of residential product in Beijing after brief data processing and comparing. From the analytical results of development reasons and process in residential product in Beijing, the conclusion can be drawn originally as follows: 1. At present, influenced by some factors such as city scale, city property and life habit in residents, residential products in Beijing present following characteristic: distribution directed strongly by transportation, individualization in design style, healthy, ecologic and low density housing.2.According to the concept of five-level products defined in the book, marketing Management, written by Philip Kotler and related knowledge in the work of experiencing economy co-written by B.Joseph Pine II and James H.Gilmore as well as Abraham H. Maslow's requirement theory, We can initially make a conclusion that total development trend in need of residential products will be pursuit of individualization, higher-level products which mean to augmented products and potential products. 3. The development trend of residential products in Beijing is detailed as follow: diversification in category, but residence with middle-low price and middle-low area in prevail; the degree in creating brand gradually raised; refined and excellent quality required, a bigger breakthrough in design to meet the requirement for individualization. High scientific and technological plus energy-saving products will be a new selling point, and Chinese style of residence will return to market. The residential products will be distributed as good transportation condition and gradually extend into suburb and town.Beijing against residential product evolution of the trend and product development strategy preliminary, residential product development strategy is to : variances, brands and services strategy.