Research On The Marketing Strategy Of Hangzhou Real Estate Development Enterprise Under The Background Of Macro - Control

From2010, the government has issued a series of policies to reduce speculation and investment for control the increase speed of the housing price. Under the new policy, many people choose to wait for better time to buy houses and the trade volume is very low. To the property developers who have a lot of debts, marketing is the most important thing. This paper study on typical theories of real estate marketing and real estate marketing planning and put forward the most appropriate real estate marketing planning for China. Then the author give examples of actual real estate marketing plannings in Hangzhou. These plannings include low price, compensating previous owners, building on a complete set of planning system, obtaining customers in many ways, establishing brand image for long strategy and so on. The paper analyses different planning’s different influence for the market through comparing with plannings and trade volume. In the end, the author writes about the result for the analysis and the most appropriate real estate marketing planning for Hangzhou’s market now.