Research On The Real Estate Industry's Project Strategy Location Based On The Customer Value

Along with the fast development of Chinese real estate industry, the real estate has already become the most important industry in recent years which relates the national economy and the people's livelihood. During the Chinese real estate industry's rapid developing process, competition between the real estate enterprise's also turns red-hot day by day. Now, the real estate enterprise's success not only decided by how many resources the enterprise holds for using, but also lies in the enterprise to distinguish, to create and the ability of effective conformity and to use resources. As the risk dodging property development investor, the land agent should consider all the factors together, including market basic condition, national macroscopic policy, consumer choice as well as project itself, then they can "gives what is desired, is suitable its institute", this needs the developer to carry on the marketing strategy localization to own development project. Therefore, how aimed at the different property development project accurately to carry on the project marketing strategy localization already to become the new task which the numerous property development enterprise faced.Nowadays in real estate enterprise project, marketing strategy localization generally has many problems, e.g. the project localization is not precise, the management does not arrive, lack of strategic plan. Many significant projects'decision-making appearing, such as prophase market subdivides, goal expense community's choice and so on, the present marketing strategy localization still uses experienced primarily, nearly all localizations was take the developer own value as the localization starting point, therefore, even if some enterprises have already made the project marketing strategy localization, also because located basic point is not right, although invested the massive manpower, physical resource to carry on the propaganda promotion, still had the massive commodity apartments unsalable, thus created the cost of operation the large increase, even seriously has affected enterprise's development and the survival. Investigates its reason, the most major problem lies in the marketing localization the starting point not to be right, the nowadays real estate market is a buyer market, any new real estate project, should the localization starting point all based on the customer value, how cause customer's to become the project localization success or failure in business transaction process sensation value maximization the key.In view of this question, this article based on reviewing and the analyzing the theory of real estate marketing, customer value, and market localization and competition strategy choice, unifies an actual comprehensive real estate project marketing strategy localization case, elaborated the comprehensive real estate project marketing strategy localization detailed development flow and the step, and finally establish to suit the large-scale synthesis project marketing strategy localization pattern, provides the certain advisory opinion for the real estate project development localization.This article uses the methods as follows, qualitative analysis, quantitative analysis, the contrast analysis and the case study, has carried on the synthesis elaboration to the real estate market localization theory and the utilization, the fundamental research and the actual case unifies, constituted this article main body frame. In the article take the actual project "the Haihe river new world" as the case, particular unfolds the real estate market localization flow and the method, the analysis, simultaneously some questions which appears on the present our country real estate market localization process in perform to analyze summarize, thus causes this article speaking of the real estate project development, the marketing to plan has the certain actual reference value.