The Marketing Research And Analysis To The Zhongguancun Hotel Apartment Project In Beijing

Through over-decade development, the real estate industry has become an important driving power to promote economic growth in our country. At present, some partial overdeveloped symptoms have emerged from the development of real estate industry in our country, the investment upswing and speculation in real estate industry have threatened the normal economic development in our country. From macroscopic point of view, how to correctly guide the investment to real estate industry and avoid the economical foam and capital deposit in real estate industry; From microscopic point of view, real estate enterprises how to research the market situation, develop the productions meeting the marketing demands and avoid the investment venture, thereby ensure the well development in real estate industry. The experiences and lessons in practice have told us that the kernel problem of real estate industry development is market, the administrative departments in government and whole real estate industry should carry on serious study and analysis to the real estate market. As a tool of studying market, the marketing research can help decision-maker to understand market, analyze market and find out the opportunities in it. The objective, rational and scientific marketing research can take a critical action against the organization success and market planning, such as market location of real estate project, production planning and price making.With the theories overview of marketing research and real estate marketing research, this paper expatiated the methods and contents ofmarketing research. In Substantial evidence aspect the writer investigated the market of ZhongGuanCun hotel apartment project in Beijing, combining together the theories of marketing research and the actual item. The macroeconomic environment including of economic and policy had been analyzed firstly in the paper. Then analysis was done to the supply and demand and prices of the real estate market in Beijing such as residence, office building, hotel and business building, next to the supply and demand and prices of the hotel apartment market in Beijing. Then the main hotel apartment items were investigated and analyzed in product characteristics, running status and the character of customers. By researching these characters the paper gave the beneficial suggestions to the item. In the last, the text analyzed the feasibility of the item and tabled the operation proposal. The conclusion of the dissertation matched the market circumstance basically, putting forward the viable suggestion to company. By the research the paper has explored the helpful method and mode of marketing research for investing the real estate, hope to provide the beneficial help to the marketing research of the real estate enterprise.