A Case Analysis Of Marketing Management--The Item Of Real Estate Of XinYi Corporation, HuaYang

After 10 years' rapid progress, the real estate industry, which virtually focused on dwelling facilities, has become an important pillar industry and economic increasing point in our national economy. With the deepening of the reform of house allotment, the acceleration of urbanization and the improvement of consumer income, the real estate industry will be amid the most prosperous industries in China in a few years.People have increased their investment on the real estate industry due to the vast business opportunity contained in it. So the structural excess of supply over demand has emerged in the market and the risk of investment is increasingly great than before. In such a broad and fiercely competitive market, it is vital important and meaningful for every manager in real estate to think over how to pursue more profit and guard the forthcoming risk.The dissertation includes two parts, and the first part particularly describes the real marketing case of Xingyi-Sun Forest invested by ChengDu XinYi Investment Corporation in HuaYang. And it mainly focuses on the real data and information produced in the process of marketing, such as macro economic environment, policy and planning, the degree of industrial development, the region analysis and comparison, the self-condition of corporation, the competition environment, the consumer demand and purchase behavior etc. The second part chiefly uses the principles of Marketing management and Strategy Management in the courses ofMBA to systematically analyze the case. And it also summarizes the contribution and shortcoming of marketing in the path of realizing the aim of corporation.Although most real estate corporations have changed the sale ideas from manufacturing to production to marketing, there are still many experiences to sum up and many theories to research as well. So I hope, through the case and the analysis, the thesis can provide a creditable material and analytical thought for the research individuals, and discuss the marketing law, existence and sustainable development of the real estate industry.