| In recent years,along with a series of macroeconomic policies being enacted by the central government aiming at properly controlling the real estate market and such polies have engendered a tremendous pressure to the real estate companies.As a result,the situation of so-called rigid market demand which has been lasted for the decades of time before has been gradually dissipated and revolved.In order to confront with such policy changes and market challenges,the real estate enterprises,especially those small-medium size realtors,have to make adjustments on their marketing tactics,so that they can reestablish their market competitive edges,thus to be able to survival in the future market competition.This study took the Jinbaoju Real Estate Agent Company(JRAC)as an example to probe the issues of business marketing tactics.First of all,the study applied PEST method to expounding the macro environment of the nation,including elements of political,economic,social,and technological and their potential effects on the JRAC's operational performance and through which the factors involving both threats and opportunities are discerned.In the process,the Five-force model was also used to depict the trends for the real estate market in terms of both short-run and long-run.Moreover,the company's internal analysis was utilized to examine the strength and weakness of the JRAC.Finally,the SWOT matric analysis was used to derive the combined marketing tactics to be adopted by the company.All those forgone analysis built the basis for constructing the overall JRAC's marketing tactics,which include price,product,channel,and promotion.At the end,the study proposed supporting measures to be used in implementing the marketing tactics.This research finding will not only be able to play important role in guiding the company's marketing tactic adjustment,but also to offer some enlightenment for the similar types of real estate enterprise while making their marketing strategy and tactics as well. |
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