Tianjin Sunshine Property Boston Project Distribution Channel Case Study

With the rapid development of the national economy and the rapid advancement of urbanization,the real estate industry in China has developed rapidly.During this period,we experienced the emergence of phenomenal speculative demand and rapid rise in house prices.As a result,the state has continuously introduced macro-control policies to regulate and regulate the development of the real estate industry.In addition to the increasingly complete real estate market mechanism,the psychology of consumers' purchases has become more rational,and real estate companies have become increasingly fierce in their competition in real estate marketing.Only through the selection of more accurate sales channels,and continuous improvement and improvement,can the real estate company's sales channels develop from time to time,so that real estate companies have a place in the fierce market competition.Therefore,we need to explore the sales channel strategy that is suitable for the current status of the enterprise,suitable for the development of the competitive environment,and suitable for the consumers' purchase needs,so that the sales channel can be highly organized,rationally designed and well managed to enhance the competitiveness of real estate companies.This article comprehensively uses channel theory such as SWOT analysis,channel organization,channel behavior,channel design,etc.Through the case study of the Tianjin Sunshine Real Estate Boston project distribution channel,a comprehensive description of the status quo of Tianjin Sunshine Real Estate Company,an overview of its Boston project,sales model,and the channel conflicts faced were analyzed.Combined with the evolution of the three phases of the Boston project sales channel,the construction of its sales channels was studied.Finally,it discusses the new sales channel management model that is applicable to Tianjin Sunshine Real Estate Company,for example,the improvement of the width of sales channels,the expansion of online marketing channels,and the construction of a networked management model,and elaborated on its specific characteristics and establishment methods.