The Study On The Marketing Strategy Of Y Real Estate Company Under The Macroeconomic Regulation And Control

Basic necessities of life are that people’s basic needs, we have solved the problem of food and clothing, but for most people, the housing problem has not been effectively resolved. Demand for housing promotes the domestic real estate market boom. However, because of speculative buying and other issues, prices of real estate have become a little deformity. Under such conditions, the government implemented a macro-policy.Before the regulation, China’s real estate market is a seller’s market, real estate demand exceeds supply.What real estate companies want to do is just to build a house, then gain money, regardless of house’s size, location. Along with the country’s macro-control which constraints the second house, making the real estate market turn into the buyer’s market from seller’s market. Most home buyers buy the home, for the first time, used for family use. In other aspect, the prosperity of the market has attracted large amounts of capital into the real estate industry. The competition of the real estate market is especially fierce. In order to enlarge the market share, almost every company which is indifferent to marketing in the previous starts to pay more and more attention and increase marketing investment. Now good marketing strategy is very important to guarantee the real estate smooth corporation.Based on this, the paper mainly studies the influence of macro-control policy to marketing strategies of Y real estate Company, linking marketing theory to practice. The first chapter illustrates the concept of marketing theory, as well as domestic and foreign research trends on real estate marketing. The following chapter is about the analysis of Y’s existing marketing practice. I analyze the change of the national real estate market, as well as Changsha City real estate market under the macro-control policy, using some methods related to economy. AS a result,I can clearly realize the impact to Y real estate Company marketing strategies because of the change of the market, including product,price, promotion and place. On the basis of above analysis, I comprehensively analyze the general demand and personal demand of the customers. Only in this way, can we place the project of Y Real Estate Company in a right position. And what’s more, I propose a proper marketing proposal which consists of product strategy, price strategy, promotion strategy and place strategy for Y Real Estate Company,as well as the measures which will safeguard the implement of the strategy.Finally, there is a summary of the paper.