Research On Greenland Group’s Marketing Strategy Under The Background Of The Government Macroeconomic Regulation

Across the country in recent years, faced with rising prices and the pressure of publicopinion, the central government introduced policies, and even hit the real estate marketregulation "combined", real estate macro control accordingly opened. Real macro refers tothe national economic, legal and administrative means to the real estate industry from themacro guidance, supervision, regulation and control, and promote the real estate market,total supply and total demand, the supply structure and demand balance and the overallstructure is optimized to achieve Real Estate and coordinated development of the nationaleconomy management activities.For real estate companies, the current situation and the government’s macro-control has beenquite severe market competition environment, real estate companies in order to seizeopportunities, meet challenges, we must establish the concept of modern marketingstrategies, innovative real estate marketing strategy in order to enable companies in the fiercecompetition in the market remain undefeated.First chapter is the introduction to the domestic real estate industry related review, andthe thesis research background and significance, the paper studies the method and train ofthought.The second chapter mainly elaborated the real estate marketing strategy theory of realestate marketing concept, characteristics and function, the real estate market developmentand competition strategy.The third chapter, under the background of the government macroeconomic regulationpolicy, mainly illuminates Greenland real estate company’s marketing problems.Chapter4, mainly introduced Greenland real estate company’s new marketingstrategies, including the brand strategy and marketing concept, the price strategy, the serviceproperty management strategy, and the media strategy.Chapter5is conclusion.