China's Real Estate Market Analysis And Marketing Strategy

At present the real character of real estate in our country is that there are so many vacant buildings while many people can afford a room. Perhaps, the reason is that the price is higher than real purchasing power, or that transformation of the system of welfare housing is slow, or that the government ability to adjust and control the real estate market is lacking. In fact, contradiction between rapid expansion of scale of estate development and backward marketing ability of estate merchants is the most important reason that leads to serious structural excess of commodity houses and the sluggish estate market. But this reason is apt to be over looked. Marketing is just the important way to realize the leap of said by Marx. Today, while the marketing economy is getting mature, real estate, as a special commodity, will depend more and more on marketing, to realize its value and to realize the successful leap of So with the present economic policy of estate and the status of the estate market, it is urgent to research and probe the means and system of marketing that fit the laws of estate development. Such is the background and footing of this dissertation. This dissertation is divided into three parts discussing two questions of estate marketing, that is analysis of estate market and combination of marketing strategies. Par I dwells on the importance of estate marketing theory and practice to smooth the way for the following two parts. First, Part I, beginning with the characteristics of estate commodity, points out that estate marketing must correspond with the characteristics of estate commodity and laws of estate development. This actually illustrate the theoretical importance of estate marketing. Then Part I introduces current significance of estate marketing by listing the importance of estate marketing in estate development. Finally, Part I demonstrates the relationship between estate marketing and estate development by looking back on the evolution of estate marketing conceptions. Par II analyzes the Chinese estate market in four aspects: the characteristics of market theories, the market system, customer behavior and the choices of the target market. Chapter I lists six characteristics of estate market and proves that estate market also has its operational rules, which determines the other aspects of analysis of estate market. Chapter II, Estate market system analysis, discusses the macroeconomic factors of estate market in the way of the housing system reform, demand and supply, transaction and housing financing. It is embodied in the estate market that consumption and demand decide the supply. Consumers are the subjects in the real estate market. So, Chapter III proceeds to discuss the consumer behavior in estate market in particular. This chapter not only analyzes the purchasing power of housing consumers in China, but also discusses the influences of welfare housing, secondary market transaction and housing financing on consumer behavior. Chapter IV discusses estate market in the aspect of micro梕conomy. An estate corporation must classify the groups of consumers with common needs regarding some pareieioning variables as standard and many segment markets form because a single estate corporation cane t meet the demands of all consumers in the market, An estate corporation must appraise segment markets fully and choose the right target market strategies, according to its own advantage, to locate...