Study On Marketing Strategies Of A Villa Project In Chongqing

Villa, being served to the successful society on the top of social pyramids, is the highest branch of real estate markets. Although villa only takes minor shares in real estate markets, it also deserves expensive value because villa is almost the final goal about residence for most wealthy people. In Chongqing city, villas have come into being for years , and have been improved to be a distinguishing market with plenty of colorful forms in stead of the immature market in the earlier stage.In 2008, for the falling confidence and deteriorating consuming ability of western people due to the serious financial crisis produced by the real estate and Wall Street's investing banks in the US, the problems of China's structural overproduction have been emerged finally. The driving forces of investment and export to Chinese economic increase have to be fallen into a serious situation. In the 4^th quarter of 2008, China's economic policy completely has been changed to protect the increase of national economy and to promote the domestic demand, from the policy of controlling the economic inflation and much earlier policy of preventing the economic overheating.Influenced by the global financial crisis and Chinese current decreasing economy, Chinese real estate trade has also been fallen into the decreasing period. In the end of 2008, domestic properties decreased much faster than before, including Chongqing's real estate and villa markets, and the bad situation seems not to be ended soon after the active financial and currency policies enacted by the central government of China.Xiamen Huicheng developments company, with the honor of first-grade state real estate company invested by a Singaporean group of 20 years' developments history in Xiamen city, has invested Villa project A in Chongqing city in the hot real estate development in 2007, and has to face the dull sale situation in 2008. How to survive in the bad situation? The thesis will learn from the classic marketing theories and make a conclusion on the strategies of marketing of the above company, which maydo some good to other similar real properties.