Preliminary Study On The Relevance Between Real Estate Marketing And Architectural Design

In mid-December 2016,the Central Economic Working Conference proposed that we should adhere to the orientation of "houses are used for living,not for speculation",and call for the return of housing property.On the afternoon of December 21,2016,General Secretary Xi Jinping further pointed out at the14 th meeting of the Central Leading Group of Finance and Economics that "we should accurately grasp the residential attributes of housing".How to make real estate return to the basic attributes of residence is the main content of the healthy development of real estate.How to coordinate the development of real estate marketing and architectural design in the current market is still in a game stage.The reason is that,on the one hand,real estate is still in the stage of speculation.Real estate marketing ignores differential competition and relies too much on advertising offensive.Real estate marketing does not have a good grasp of the residential attributes of the housing.On the other hand,because of the low-cost competition in the design market,architectural design can only strive for cooperation with more customers,get immediate benefits and adopt low-cost,low-quality service strategy.As a result,the design level is reduced,the interaction with marketing is lacking,and the exploration of housing attributes is lacking.This situation is very difficult to reverse for a long time.This study attempts to study how real estate marketing and architectural design can coordinate development and make housing return to residential attributes together,so as to construct a research system of the relevance between real estate marketing and architectural design,which is in line with the current situation of real estate in China.Firstly,this paper summarizes the theory system of real estate marketing and architectural design,analyses the existing problems,and then puts forward the Countermeasures of architectural design from the perspective of real estate marketing.In combination with the specific positioning of specific projects,planning and marketing in the design process how to interact with the design,made a detailed introduction and summary.Although this theoretical system is still in its infancy,through the analysis and summary of this paper,it can be proved that architectural design can only proceed from the perspective of real estate marketing,and through active communication and cooperation with marketing departments,from the common needs of developers and consumers as the starting point of design,the commercial residential design works needed can realize the economic and social benefits of all parties,and be launched.Only by respecting consumers' high-quality products can we win the market.This theoretical system has changed the original marketing design of their own fighting state,the system has good application prospects for the healthy development of real estate in the future.