| Stabilization of the global financial crisis, the recovery in the world major economies rests negative to positive. Since the economic crisis and a series of economic stimulus magnitude of the money supply for economic recovery made enormous contributions in 2009. China's economy in 2010 compared to the autonomy to determine the recovery, but economic recovery will not be plain sailing. Country's main policy-making departments repeatedly said that the current macro-economic recovery of base is not solid, loose monetary policy and active fiscal policy will be no major changes, therefore, the current economic stimulus in 2010 will not easily withdraw prematurely . Although many people believe that the near future, countries will not withdraw from the economic stimulus plan to change monetary policy and fiscal policy, but as the basis for economic recovery, consolidation, substantial inflation began, the United States and other countries are beginning to enter the interest rate cycle, domestic monetary and fiscal policy adjustments will be necessary beginning.China's economy took the lead in the global recovery, and maintain a rapid growth, reduce dependence on the real estate industry. Meanwhile, the 2008 series of bailout policies to achieve the initial effect, some negative effects will gradually appear, such as excess capacity, increase liquidity, inflation expectations, asset bubbles and so on. 2009, the rapid recovery of the real estate market, prices quickly rose again, price and volume are high, market risk and the grievances accumulated again. Policy tightening trend evident from the housing reform in China since the real estate industry has gone through 11 years, in the process industry, in addition to market its own driving force, the policy from its birth to the development of each stage has a profound impact Compared with the developed real estate market, China's real estate market has strong external policy. Policy tightening is also an objective determination of the real estate industry is a major policy shift gradually probability event, thus, changes in the real estate industry will become inevitable.Shenyang is ZHDC Northern District of the strategy of the Group layout, Regional Development and shoulder the dual responsibility of a brand. Since 2008, ZHDC been entered in Shenyang, in Shenyang total investment of 600 million, the real estate industry has a long payback period, the value of a large, multi-share funds and other characteristics, which determines the objective of capital return on the importance of developers; also objectively determine the target market research, the importance of marketing. This use of modern marketing theory, the real estate industry in Shenyang by the overall market conditions and marketing company in Shenyang, the main problems at this stage and so the objective of seeking a precise target marketing strategy.Chapter 1 expounds the significance of the paper, research methods and main contents of the paper. The context of a preliminary study presented in the current economic situation at home and abroad, Shenyang City, the development of the basic situation of the real estate industry, the outline of the paper focused on the vital play a leading role.Chapter 2 Situation Analysis Marketing ZHDC, mainly from ZHDC company profiles, marketing status, as well as marketing the main problems existing in the three aspects of Analysis.Chapter 3 is the Shenyang City residential real estate market supply and demand analysis, including Shenyang City residential real estate market supply overall analysis, Shenyang City residential real estate developers to the analysis, Shenyang City residential real estate market demand overall analysis, Shenyang City Residential real estate demand characteristics of consumer groups.Chapter 4 mainly targeted the development of marketing strategies, starting with the choice of target market, target market, according to the choice of organization of the target market positioning; in the target market position, based on in-depth target market product strategy formulation, the main Unit proposed by the Louxing and two parts; based on consideration of the overall strategy, organization of the target market price strategy formulation, pricing policy is correct or not directly affect the company's sales and profit, real estate marketing mix is the most sensitive factor; finally on the target market channel strategy, marketing strategy and public relations strategy development.Chapter 5 specifically to ZHDC company Shenyang target market for residential real estate marketing strategy, mainly from the marketing idea of upgrading the implementation of marketing strategy, marketing, staff training and marketing cost of the match four organization-specific implementation strategies. |
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