The Entire Marketing Research, The Application Of The Large And Medium-sized Real Estate Residential Real Estate

In recent years, China has witnessed a rapid development in Real Estate. Dramatic growth of China's economy, change of policies concerning Real Estate, lack of investment channels and local governments' over-dependence on Real Estate jointly led to the over-prosperity of this trade. As a typical posteriori activity, Real Estate consumption is characterized with information asymmetry. This, together with Developers' ever-increasing expectation of higher profits provides conditions for the irrational marketing of Real Estate. Under such circumstances, many people misperceive Real Estate marketing as of little risk. Ideas that look like Real Estate marketing strategies still have a large market. Lack of systematic ness, undue emphasis on later-stage selling, exaggeration of product's functions and the predatory pricing are problems that can be found everywhere in Real Estate marketing. To solve these problems and promote health development of this trade, a comprehensive understanding of Real Estate marketing models and strategies is a must. As Residence Real Estate has entered an age of large and medium-sized commercial buildings, marketing strategies of small commercial buildings such as speculation, promotional hype etc. no longer suite the needs of today's Real Estate marketing. Owing to its typical characteristics such as regional limitation, immobility, it is not scientific for large and medium sized commercial buildings to simply copy and imitate others' successful strategies. We have to base our marketing strategies on the summarization of the evolution history of Real Estate marketing and marketing models generally adopted currently as well as on the analysis of related theories and cases. Only in this way, could we come up with marketing strategies helpful to the healthy development of Real Estate. Only in this way, could innovation and further research of marketing strategies be possible. Obviously, at present, 4P theory is still the basic theory for Real Estate Marketing. But how to combine it with 4C and 4R theories in accordance with various marketing environment to form market planning meeting specific needs is where the value and meaning of the theory lies. China's Real Estate marketing has gone through age of geography, age of products, age of concepts, and now enters the age of integration. Having overcome the drawback of "strong in central stage but weak at the beginning and end" that ingrained in the traditional marketing model, integrated marketing centers on resources integration to improve the specialization and cooperation within the industry and thus is undoubtedly, more scientific . But from the perspective of developers, the dominating marketing model for the future is full-process marketing that covers every aspect of integrated marketing and focuses on product positioning at the initial stage of the project and property management at the latter stage as well as on brand developing. This thesis put great emphasis on the models and core strategies of full-process marketing There are also some relatively simple Real Estate marketing strategies which have their own conditions, thus inapplicable to most projects. But research of such strategies could also be beneficial to the perfection of marketing. Focusing on the marketing strategies of large and medium sized residence commercial buildings, this thesis doesn't discuss strategies that completely applicable to commercial Real Estate, but the models and concepts of full-process marketing we have probed into might serve as useful references.