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Chongqing A corporate real estate projects targeted marketing strategy research

Author: DengKai
Tutor: ChenZuo
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: real estate target marketing positioning strategic
CLC: F293.3
Type: Master's thesis
Year: 2011
Downloads: 202
Quote: 0
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Abstract


China’s real estate development began in the early 1980s, transformed from a planned economy to a market economy. Although not for a long time, the overall development of the industry and the market has grown rapidly, especially when the real estate industry was listed as a national pillar industry. Due to an inadequate foundation for the pre-development, the industry had a“Pushing”serious consequence. Then the country began to attach importance to the smooth development of the real estate industry, and has issued a series of macro-control measures, the real estate development enterprises at the micro level has became rational to investment. However, the situation of the domestic real estate industry is still mixed.The reason is that many developers and some potential entry of competitors attracted by large industry’s profit margin attempted to succeed whereas ignored the analysis of the market or partially seek fast marketing culture. Despite nearly a decade under the guidance of the marketing, development has become relatively orderly and mature, it still has the situation of social resources waste and disjunction of the market with regard to the bubble economy, therefore, regarding the real estate development, it still lacks of systematic, comprehensive, science theoretical guidance and experience.Whether it’s the development between enterprises and the industry, or market resources optimization, it must be in accordance with the spirit of supply chain. From the beginning, namely, the target market of the real estate must be researched and analyzed, in order to construct orderly market competition and sustainable development of the industry and the market. Given this background and the purpose, this study will include the following sections.The first part: mainly described the background and importance of the essay, the significance, the main content of essay and the methodologies adopted.The second part: include the second, third chapters, reviewed the STP marketing theory, and extended to the foreign real estate’s development combine with the target marketing application and development; at the same time, A company as an example, analyzed the whole domestic and regional markets- Chongqing real estate development status and trends, also the target marketing developing problems and limitation.The third part: this part is the core issue of the essay which was divided into 4 Chapters, mainly through three processes: systematically segmented the real estate targeting market, segmented the market selections and positioning market to decomposition analysis of the real estate target marketing, also integrated with A enterprise as an example to use of practice. Eventually we will use the result of the target marketing of an enterprise as the evidences to summarize the effect of the target marketing in real estate industry.The forth part: the conclusion part. This part provided a comprehensive summary, simultaneously demonstrated the target marketing of real estate in domestic real estate industry has the enormous influence of sustainable development and the developing prospect.

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CLC: > Economic > Economic planning and management > Urban and municipal economy > Urban Economics and Management > The real estate economy
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