Marketing Policy And Practice Of Jinan Tianqiao Real Estate Company

This thesis makes investigation into the real estate marketing problems based on the collected information from the real world. Following marketing theory and real estate marketing economics in association with the reality of the real estate industry and the real estate marketing, some real estate marketing policies are analyzed in this thesis. Based on a case study, it is revealed that only by full use of marketing theory, can we succeed in the marketing economy environment. This thesis is organized as follows.Chapter I introduces research background, topic selection intention, research method and concept related.Chapter II describes development and existing problems of real estate industry in our country, analyzes the influence of WTO participation on real estate marketing and points out significance of combinatorial marketing policies in real estate industry.Chapter III does some researches on foreign and domestic advanced marketing theories, divides real estate marketing into different stages, discusses the evolution of real estate marketing and the related theory, and presents market subdivision location and target market definition during real estate marketing.Based on the former several chapters, Chapter IV lists some current wrong doings of real estate marketing in our country, develops some advanced real estate marketing strategies such as differentiation marketing, brand marketing, concept marketing and network marketing, and presents some innovations in real estate marketing management. To describe the problems better, some successful cases are also exemplified. In addition, the existing problems of the current real estate development project orientation are discussed with some suggestions made and suggestions of how to deal with the influence from WTO proposed.In the last chapter some cases are included and used to demonstrate the application of integrated marketing theories to marketing by Jinan Tianqiao Real Estate Company, and current marketing situations of the company are analyzed with some existing problems raised. By using integrated marketing theories marketing planning and some countermeasures are proposed to overcome exiting problems.