The Residential Markiting Strategy Research Of Real Estate Enterprises Basing On Consumer Behavior Research

Marketing strategy of commercial housing is a very wide range of comprehensive project,because it is involved in some housing aspects such as the project research, site selection andthe design of product. Being an important factor of the development of the real estate industry,marketing strategy of commercial housing is a powerful lever to regulate propertymanagement and promote the development of real estate industry rapidly. To determine theeffective marketing strategy of commercial housing, therefore, is conducive to establishingthe dominant position of real estate enterprises in the market and promoting the developmentof the real estate industry in our country. Researches on the real estate market are mostlyfocused on the macro level of policy research, but there are few researches of consumerdemand in the micro level. Starting from the influencing factor of consumer purchasingbehavior, this paper try to analyze consumer buying behavior characteristics of commercialhousing market in Shenyang so as to put forward marketing strategies for real estateenterprises.In the first, this paper introduces the research background and research status at homeand abroad. Combined with the relevant theory of commercial housing marketing, it alsosummarizes the main problems of commercial housing marketing strategy and analyzes thepolicy factors of government, the factors of influencing the consumer individualcharacteristics, consumer financial ability, the factors of residential product characteristic andreal estate enterprises. Combining with marketing situation of a housing project in Shenyang,through questionnaires to collect abundant characteristic information of consumers timely andaccurately at the scene of the sales, using of SPSS statistical analysis software to analyze thequestionnaire data, it provides reference and suggestion for the marketing strategy ofShenyang. So it helps to strengthen the communication and understanding between the realestate enterprises and consumers. And it also helps to clear consumer demand for real estateenterprises, reduces the blindness and randomness of marketing strategy, enhances thepertinence and effectiveness of marketing decision so as to meet consumer demand the maximum and win more customers and increase market share.