Chengdu Hi-tech Garden Projects Throughout The Marketing Program Is Discussed

The real estate industry is one of the most important industries which are emphasized in China' s fifth five-year plan. But due to the fact that the housing policy in China' s planning economy period has impeded the development of real estate industry, China' s real estate industry is a burgeoning industry and there are few theories especially marketing theories to direct its further development. And there are also few cases which can provide some guidelines for the operation of China' s real estate companies. Recently the competition in China' s real estate industry is becoming increasingly fierce, traditional marketing theories can not deal with it very well and the process marketing in real estate industry is drawing much attention right now. This thesis makes a full analysis and research about the process marketing theories in China' s real estate industry and its application by using the methods of systematic analysis, comparative analysis and case analysis. The thesis also arguments the importance of process marketing theories by western advanced marketing theories and combines a concrete real estate project case with the process marketing theories which constitutes the framework of this thesis. This thesis is divided into four parts. The first part introduces the motives of the study of process marketing and the study methods. The second part makes an introduction of the developing trend of the Chinese real estate' s marketing which includes the concept of real estate, the origin of the marketing strategy of real estate, the development of real estate' s marketing, and the analysis of today' s real estate marketing. The third part introduces the process marketing which includes the core concept of process marketing and the detailed operation. The fourth part takes the Chengdu Gaoxin estate project as an example, introduces and analyses the market environment, the market research of this project, the position of this project, marketing strategy of this project, and the service marketing of this project. China' s real estate industry is a very young industry. Although many companies have shifted product marketing to social marketing, there are still many lessons which should be studied. We hope to provide a concrete case study for the practitioners and researchers of real estate industry by analyzing the Chengdu Gaoxin Garden estate project from the process marketing point of view. We also hope this thesis can make some contribution for the exploring of the marketing regularity of China' s real estate industry and sustainable development of China' s real estate companies.