Comparative Analysis On Marketing Strategy Of Luxurious Residence

In recent years, with the development of economy, China’s real estate is just at the high-speed developing period. And with the rapid development of the Chinese urbanization, city luxurious residence play more and more important role in china’s real estate. However, China real estate is also full of changes. The real estate market, which is different from the general commodity market, is prone to market failure and needs strong government interference in order to achieve Pareto optimality. From2007, the real estate market of china has undergone great changes. Although a series of macro-control policies has been promulgated by the government, it didn’t make much effect. Meanwhile, the marketing theories of city luxurious residence also can’t follow the market changes.This paper focuses on how to provide effective marketing strategy and model of luxurious residence for companies. Based on the research of the situation and circumstance of china’s real estate market and macro-control policies, and the analysis of development and status of Star River and Yanlord, in which the qualitative and quantitative analysis methods be used, some practical marketing strategies and recommendations are proposed.The paper includes five parts. The first part mainly introduces the research background of the article, which includes the purpose, significances ideas and innovation points of the research. The second part introduces some related marketing strategies, and analyzes the market characteristics of city luxurious residence and its target consumers. The third part study on the macro environment of real estate market and the development status of Chinese city luxurious residence market. The forth part takes Star River and Yanlord for example, and analyzes its marketing strategy. The fifth part makes a general conclusion for this study, and puts forward some management recommendations.