Research On The Marketing Of The Real Estate

Real estate industry is an important section within the entire national economy structure. Robust development of real estate industry is critical to the development of national economy. Real estate business in China is still in a "windfall profit" time. However as the macro-control of Chinese Government is being strengthened, real estate market will shift from a seller's market to a buyer's market, and the industry will be "shuffled". Competition that aggregates each day will eventually cut down the margin of Chinese real estate developers. In this sense, Chinese real estate developers are to find competition merits other than pricing. Differentiation and brand competition are of such competition means. This thesis studies real estate brand marketing based on 4C marketing theory and oriented by customer needs. The thesis analyzes influence of national macro-control policies to real estate market, development cycles of real estate industry and evolution of real estate marketing, and indicates that brand marketing is an inevitable choice of real estate marketing mode. The thesis harmonically synthesizes brand operation and real estate market, and discusses the implementation of brand marketing of real estate developers as well as real estate projects in detail based on case study. The thesis addresses that the real estate market competition in future will be brand competition; real estate developers shall establish recognition, reputation and loyalty of enterprise brand by brand marketing to improve its overall competitiveness, or to take a strong hold in a particular segment of the market, hence to be a leader of the industry.