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The Research on Markeet Strategy of Dezhou Dexingqiancheng Real Estate Development Project

Author: XuYingYing
Tutor: JiYuJun；LiGuangWen
School: Ocean University of China
Course: Project Management
Keywords: Real estate Marketing Strategy Marketing control and execution
CLC: F293.3
Type: Master's thesis
Year: 2011
Downloads: 60
Quote: 0
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Abstract


With China's economic development and social progress in recent years, the development of the real estate industry to grow, becoming one of the pillar industries of the national economy, and plays an important role in the sustained and stable development of the national economy. With China's sustained economic growth, urbanization continues to accelerate, the real estate industry to get a good development environment, a large number of investors and the huge sums of money into the real estate industry, and to some extent led to the rapid growth rate of the real estate investment in some areas the emergence of the phenomenon of the overheated real estate investment, resulting in housing prices, at the same time bring a range of social issues, the community of this phenomenon is also increasing the pressure of public opinion, the state has adopted a series to curb the excessive development of real estate for the purpose of financial and land policy resulted in a greater impact on policy to the real estate business. How in this opportunity and challenges in the market environment, a firm foothold in the increasingly fierce market competition, and to seek further development, real estate development enterprises must face the problem. And how to develop marketing strategies, often determines the success or failure of the real estate development projects. Therefore, the generation of real estate marketing is the inevitable product of social development and well-developed commodity economy, marketing an indispensable part of the process of real estate operations. Dexing Gancheng project, a survey and analysis of industry trends and changes, while the introduction of modern real estate marketing theory, combined with the release of macroeconomic regulation and control by the state and local policies and development planning, of project market segmentation, target market selection, product positioning, marketing strategy formulation and the implementation of the marketing strategy and control related research and discussion, and to provide a reference for a real estate development company in the operation of this project. SWOT analysis method based on analysis of the development projects in its own advantages and disadvantages, as well as the opportunities and challenges facing in the market, and thereby its market segmentation and positioning, Texas the Dexing dry city project marketing strategy for the development of the project to provide a basis for decision making. In order to ensure the effective implementation of the project marketing strategy, a preliminary analysis and discussion of the marketing strategy implementation process, and to provide practical reference for project development business marketing behavior. This will help enhance the the business operations vitality and competitiveness, and to develop products to meet market demand, to achieve business objectives, and has a certain practical significance and practical significance. At the same time hope that through the implementation of the project \

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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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