Study On Marketing Strategy Of Commercial Real Estate In China

In recent years, China has been continuously making macro-control of the real estate industry and obviously the phenomenon of huge profits in real estate industry has been taking a favorable turn. With the market competition growing fiercer and becoming nearly saturated, some real estate enterprises of worse qualification and bad credit have been sifted out by the market one after another. Meanwhile, with the rapid development of economy and urbanization, an unknown market called blue sea market, namely commercial real estate, has been starting unexpectedly. Different from common residential real estate, commercial real estate effectively combines business with real estate and exerts its maximum value. Although commercial real estate in China started relatively late, from the 1980 s, it has developed relatively rapidly. At present, commercial real estate in China is at rising phase. As national economy has been developing continuously, the disposable income of Chinese residents has been increasing year by year and their demands for life quality have also been increasing. Similarly, their demands for commercial real estate have also been more diversified. Although commercial real estate has developed rapidly, some problems have existed in its developing and marketing, which may influence its development to varying degrees. The main reason is the inefficiency of marketing strategy of commercial real estate, which includes the inaccuracy of production orientation, the irrationality of price---fixing, the incomprehension of consumers’ real demands, etc.This paper first introduces the background and theme of the study. Based on a large number of materials about real estate in China and abroad, with commercial real estate in China as the object of study, this paper sorts out and studies the related theories of marketing. In addition, guided by 4P integrated marketing theory, 4C integrated marketing theory, target marketing theory and other related theories, this paper begins with the analysis of present situation of the marketing strategy of commercial real estate in order to find out the problems existing in commercial real estate enterprises. Taking the commercial real estate of Wanda Group(the most successful enterprise in running commercial real estate in China now)as a successful case for analysis, this paper summarizes the successful experiences of Wanda Group in this industry and proposes corresponding reasonable suggestion and solution to the problems existing in commercial real estate marketing in China. At last, the conclusion of the paper is made and the future development of commercial real estate industry is forecast.