Research On Marketing Strategy Of Real Estate Under The Macro-control

With the continuous development of the economy, people are beginning to realize that the traditional concept of depositing the money they save to bank is not suitable for modern economic development speed any more. Inflation is not flat, the economic crisis was underway, people began looking for more ways of investment, hoping to making money with money. In addition to stocks, funds of these financial instruments, gold, precious stones, such has the ability to preserve and increase appreciation and relatively features few risk is getting more and more attention. In recent years, the real estate industry has become the most popular industry, particularly in Shanghai, Beijing and other rapidly developementing cities.As for its reason, the development of a second-tier cities rapidly, stability, and the influx of hot money, this is competition plus, the first rigid demand, triggered by the process of urbanization and real estate; second increasing the value of property caused by inflation needs.The real estate market is different from the general commodity market, it is prone to market failure, which needs strong government interference in order to achieve Pareto optimality. Although the introduction of a series of macro-control policies has been promulgated by the government, it didn’t make much effect totally. In2013, the real estate industry has been plunged into a deadlock, the buyer wants to wait for a lower price and take a wait-and-see posture, the seller wants to keep prices and start the cover plate.Based on the background of this year’s macro-control policies, examine the development and status of Henghai International Garden, combined with the qualitative and quantitative analysis methods, explore practical marketing strategies and recommendations. Based on a comprehensive analysis of the characteristics of the real estate industry market structure and villas marketing and behavioral characteristics of real estate consumers with the statistical analysis and marketing analysis tools, analysis the customers, especially the real estate costomers,conclude the preferences villa convergence and heterogeneity. On the basis of the comprehensive grasp of consumer characteristics and macro market environment, put forward a viable marketing strategy.