Jinan Real Estate Market High-end Residential Marketing Strategy Research

Real estate industry is the pillar industry of China's economy.Its development level not only affects the adjustment of China's industrial structure to a certain extent,but also affects the overall development of China's national economy.Under the background of the new normal economic development and the national macro-control,China's real estate industry has gradually changed from a seller's market to a buyer's market.Therefore,the real estate industry has attached great importance to marketing issues.At the same time,with the continuous improvement of people's living standards in the market,people also put forward higher requirements for housing.Among them,high-end housing has gradually become a key choice for people.However,at present,the construction and development of high-end residential buildings in China is still in the initial stage,so there are many imperfections,especially in the marketing strategy.Based on this,this study takes the jinshanshui county project in jinan city as an example and focuses on the marketing strategy of high-end residential buildings in the real estate market.In the process of carrying out research on this topic,it mainly discusses from the following six parts: first,it briefly summarizes the background,purpose,significance,research content and methods of this research,so as to play a leading role in the whole paper.Secondly,this paper introduces the relevant theories of high-end housing and real estate marketing by using the method of literature,and also summarizes the current situation of real estate marketing at home and abroad,so as to lay a theoretical foundation for this study.Third,based on the PEST theory of high-end housing in jinan city analysis,including policy environment,economic environment,technical environment and supply and demand,and so on.Meanwhile,this part also analyzes the competitive environment of jinshanshui county project in jinan city from the perspective of competitors and SWOT analysis theory.This part of the research for understanding the jinan real estate market high-end residential marketing strategy and the problems and the reasons lay the foundation.Fourth,from product positioning,price positioning,marketing channels and services,summed up the marketing strategy of jinan real estate high-end residential problems.Fifth,based on the problem study,the influence strategy of promoting high-end housing in jinan real estate market is constructed to provide guidance for the development of high-end housing in jinan real estate market.Finally,the research results of this study are summarized and prospects are proposed.