The Current Research On Marketing Strategies For Real Estate Enterprises In China

The skyrocketing of housing price in 2015 has passed;the housing market has been under control since the end of 2016.As the regulation and control policies for the housing market have been implemented successively,real estate developers are under enormous pressure.Customers have higher expectations about the developers and the living environment because the standard of living has been promoted.The development tendency of the housing market will concentrate on the branding and service concept of the developer.The old fashioned business philosophy of the housing market could not match the fast-changing market requirement.Real estate developers have to put enormous cost of time and capital into real estate construction;at the same time,the policy of purchase and credit limitation causes the sale decline and the growth in purchase cycle.This situation makes the real estate developers to find out the actual demand of the customers by a series of market research.And they also have to make a further study of the environment around the project,to generate targeted strategy according to the actual situation of the project.This paper proceeds with the current situation of the strict control about the policy of purchase and credit limitation,expounds the research background,purpose and significance of it.The guidance of the research in this paper based on the marketing 4p theory and some correlation theories about real estate marketing.This paper analyzes the internal and external environment of Suzhou NF project by macro PEST analysis,SWOT analysis,and data survey,to get the targeted claims of the marketing strategy about the NF project.Contraposed to the targeted claims,based on the marketing 4p theory and the characteristics of real estate marketing,this paper raises a marketing strategy under the current market and policy for Suzhou NF project in terms of four aspects: product strategy,pricing strategy,channel strategy and promotion strategy.In the end,contraposed to the marketing strategy,this paper raises specific safeguard measures,including team construction guarantee,organization construction guarantee and finance guarantee.It is hoped that this paper can be used for reference about the marketing strategy and safeguard measures of Suzhou NF project.