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

Our government has issued a series of market regulation policies to adjust and control estate since2010, for example," price limit","sales limit","credit limit" and "monetary contraction", which have beencontributing to the volume decline of the property market and market prices. Consequently, the propertymarket has got into the cold winter. Research was carried out on the real estate marketing strategy by manymethods. It was useful for real estate enterprises to reference. It can give great effect to real estateenterprises. So the paper was significant under the difficult situation.Based on this situation, the research was carried out against the background where the state has beenmaking efforts to macro-control real estate industries in recent years. The writer, taking marketing theoryand practice as research subject and the real estate market marketing strategy as research contents, firstlyreviewed the developing situation of real estate market in China, analyzed the content and effect of thestate macro-regulation, and then took Dezhou Tianqu County project of Shandong province as the researchobject. The writer made an empirical study of real estate marketing strategy formulation process from thefour aspects of product strategy, price strategy, channel strategy, promotion strategy, and finally gave somecountermeasure proposals about real estate marketing strategies and implement.Scientific use of a variety of research methods was an innovation of the research. Case analysis, sitevisits and literature reference methods were comprehensively used in the research. In the analysis ofmicro-market environment, by-analysis and comprehensive analysis in competitor analysis were employed.In the analysis of customer buying behavior,5W1H model was received and questionnaire method, dataanalysis were used. In the analysis of project environment, SWOT analysis model was used which canprovide theoretical support for the analysis of competitive environment. Market research, STP strategy and4P marketing strategy were combined to provide solid theoretical basis for the correct formulation ofenterprise marketing strategy. Popular4P theory was used in the marketing strategy combination whichcontained many latest results and methods, such as comparable real estate pricing method, cost-orientedpricing and the cognitive value pricing method in demand-oriented pricing.So the scientific formulation of real estate marketing strategy must be emphasized by real estateenterprises under the background of government macro-control. The formulation of real estate marketingstrategy must be established on the basis of full and rigorous market research. It must be realized under theadvanced theoretical guidance through the comprehensive application of variant tools, models andstatistical methods.