China's Urban Luxury Marketing Strategy Analysis

In recent year, the development of China real estate comes into the unprecedented and full of changes times. Currently, with the rapid development of the Chinese urbanization and the rise of wealth class, city luxurious residence play more and more important effect accompanying with reasonable migration, again discovery of value and resource intensification.However, from 2007, the real estate market has undergone consequent great changes. The marketing theories of real estate, especially the marketing theories of city luxurious residence has lagged market changes. The thesis is aimed to deal with several problems. That are how to put forward the existing theories, how to supply multi-angle services and experience, and how to provide distinctive marketing methods for companies to constantly complete the growing city luxurious residence.The thesis analyses the accurate and effective market position, product position and marketing strategies of the project of "Huarun Xingfuli", at the specific competition environment, district environment and time background.It has mainly analyzed the city luxurious residence by four parts. It's helpful to push them to the mature and going with a swing. Firstly, the thesis inducts the basic features and discipline basing on the current development of Chinese real estate. And it also compared their advantages and disadvantages as well as effect in the real estate markets. They are expected to be applied in the practice. It's mainly researched from the city luxurious residence'point of view and gives the definition and characteristic of city luxurious residence. It has meticulous analyzed the actuality and difficulties of the city luxurious residence, and conclude the foreground and fiend. Then the thesis put the research on the position of characteristic of the consumption, customer satisfaction and psychology preference of the potential. Finally, from the analysis of every aspect research of it with the method of exemplification, We can get the conclusion is introduce the marketing strategy conformity to the practice.