Local Urban Real Estate Marketing Strategy Research

With the sustained and rapid growth of Chinese economy and resident income, real estate industry has entered a rapid development stage and gradually become a pillar industry guiding the development of national economy. But competition becomes intensified day by day for the real estate industry becoming more and more mature and rational, which forces researchers to study the real estate marketing strategy on a strategic height. It also require the real estate market change from a production-oriented market to a consumer and society-oriented market and marketing mode change from the simple sale manner or simple sale promotions mode to a systematic whole-course marketing mode.Now the theoretical research on real estate marketing is experiencing changes from 4P theory to 4C theory. Real estate development enterprises in Chinese large and medium cities have pay attention to the research and application of market marketing for a long time, but real estate marketing theory has not yet been contacted and used by real estate enterprises in local small city as the real estate in local small city starts later. Therefore, the marketing theoretical research focused on real estate in local small city is relatively less; reference information is also relatively poor, moreover the real estate in local small cities has its own characteristics; deeply studies in a targeted manner are needed.Firstly this dissertation explores the marketing strategy theory for future healthy and sustainable development of real estate enterprises of local small cities by analysis of the development history and present situation of real estate market in Rongcheng city. Secondly by means of several methods, it also analyzes and discusses how to further implement the marketing strategy for Shuguang District in Rongcheng city. Thirdly, this dissertation briefly analyzes the main features of local small city real estate market; summarize suitable marketing strategy and tactics for the local small city such as Rongcheng. Finally, feasible proposal how to let the local real estate enterprises become bigger and stronger is provided. It is hoped that the real estate development enterprises in Rongcheng and other domestic small cities have overall situation idea of whole course marketing concept from the beginning of a project, introduce new marketing strategies to guide the development of real estate projects and examine and guide the whole process development of real estate projects with 4P and 4C marketing theory. We hope these enterprises to be more successful in the keen competition market by exerting marketing strategies and skills in a science-based and down-to-earth manner in the future.