Market Research And Analysis Methods In The Real Estate Project Development

Though the real estate industry in our country has come into a good shape with over ten years of growth, there are still a lot of problems in the project exploitation due to the intense competition and the shortage of the effective demand. For instance, too much objective judgment and intuition have been used but not much attention has been paid to the exploitation, which resulted in the hold up of the project selling. Nowadays, the real estate is a highly commercialized industry, and the invest risk for the exploiter is continuously increasing. In order to reduce the risk, enough knowledge and understanding about the market are required before the project is started. Diversity is an instinct character of current real estate industry. The decision makers can never only rely on the passed experience to solve all kinds of problems occurred in the market. They are forced to look for more realistic, professional, accurate, and scientific way to identify the huge group of the customers. The objective, reasonable, and scientific market research is very important to the marketing plan which includes the market orientation, product plan, and product pricing, and the success of the project. This dissertation established a complete and systematic approach for the marketing analysis, by conducting the market research and summarizing the outcomes.As speaking of the practical case study, the dissertation carried out a thorough investigation to the real estate industry and its affecting factors in the Ping Chang county, Da Zhou city and Ba Zhong city. After the scientific research and study have been made to the real estate condition and investment environment of the Ping Chang county, the marketing analysis is specially made to the Jiang Kou Garden of Ping Chang county.This dissertation first gives the basic thought of the marketing, and the procedures and methods for the market research, then use the practical case of the Jiang Kou garden to reprove the basic thought of the real estatemarket. Hope it can provides the theoretic base to the enterprises to conduct the project development.There are four chapters. The first chapter gives the basic definition of the marketing and the real estate marketing. By analyzing the characteristics of the real estate products, the author briefly introduces the main problems which have long being existed in the history of the real estate development and projects exploitation. It lays a good foundation for the further explanation in the next chapter; Chapter two focuses on the procedure and methods that are used in the real estate market research. After the purpose of market research has been given in this chapter, detailed information on the procedure, methods and content for the real estate projects are stated in accordance with the uniqueness of this industry. Chapter three is about the real estate marketing analysis approach. SWOT has been conducted to the real estate project on the basis of the market research outcome. Analysis also be made to the project demand and purchasing power, accordingly put forward the target market orientation and strategy of the products, advertisement, project sale. Chapter four is the case study the Jiang kou Garden real estate project. On the basis of the market features and together with the related theory, analysis has been made to the macro and local environment of Ping Chang, to the strength, weakness, threat and opportunity of the Jiang Kou Garden, and also to the outcome of the market research. Thus the marketing decision are brought out in market sales orientation, product strategy, price strategy, and advertisement strategy.