Zhongguancun Real Estate Market Research

With the rapid development of Chinese estate market, the Chinese estate market is facing unprecedented opportunity. Part of the land developer didn't understand or misunderstand the meaning of marketing; they focused on the concept of product-oriented rather than consumer-oriented, of boasting rather than marketing strategy. As a result, a lot of products that cannot meet the requirements of consumers were produced, which resulted in the mass waste to the resources. Besides, the quality of product and services need to improve. In the management, the question existed were the imperfectness of the relative law and weak self-discipline among developers.The thesis, from the necessity of research to the real estate market, firstly discusses the concepts of the real estate and the real estate industry and the difference between the real estate and other products. Secondly,by using SWOT and competitive analysis approach, the author describes the advantages, disadvantages, chances, and threats that were faced by the development strategy of Zhong Guan Cun. Through lots of the practical situation and data from the market research, the author does the quantitative and qualitative analysis to the consumer groups. From the micro level the author goes deeply into the demand characteristics of the consumer groups in Zhong Guan Cun. Meanwhile, the author analyzes the influence from macro economy and macro policy on the real estate market in Zhong Guan Cun. What's more, the author draws the planning and development strategy of real estate in Zhong Guan Cun by making research on the positioning of district development and development strategy of Zhong Guan Cun. Finally, the author probes the marketing countermeasure of the real estate market combining the marketing theory with the real cases in Zhong Guan Cun.The originality of this thesis rests with the genuine analysis to the features of house demand of consumers and office building demand of enterprises by applying a great deal of first hand data; the integration of district economy into research to the real estate market of Zhong Guan Cun. By applying practical cases, the author describes how to successfully put marketing strategy into the use of real estate market in Zhong Guan Cun.