China Mainland Residential Real Estate Overseas Marketing Strategy

Real estate industry is a high-integrated industry with an intensive value train. It plays an important role in urbanization, modernization, and residential conditions improvement. Real estate industry also contributes a lot to the GDP growth and other relative industry. Within the last thirty years, residential real estate has developed rapidly and grown into the biggest segment of it. Residential real estate is also the most attractive and competitive investment niche market for the foreign real estate investors.However, under the macro-control of central government and the impact of global financial crisis in 2008, the saturation of high-end domestic market and the shortage of cash flow has become a very serious problem for many local residential real estate developers. International marketing strategy is believed to be one of the best solutions with the most promising prospect. The foreign customer value model based on the customer value theory is a very useful tool for the global marketing of Chinese residences.The thesis insists the international marketing should base on the value of foreign customer. With a specific study of international marketing theory and real estate theory, the author analysis the alternation of foreign customer's consuming behavior in purchasing Chinese residences. A historical research also illustrates that the public willing and government policy can effect on the purchase decision of foreign customer. Then, the author goes back to the history of Chinese residences oversea marketing, comparing different marketing theory with customer value theory, points out their creativeness and weakness. Taking on the foreigners living in Shanghai as the typical customer sample from oversea market, with a careful study of their basic characters and investment preference, the author creates a foreign customer value model for Chinese residences. With this powerful tool, the author analysis the challenge from oversea market and gives the solutions in detail to cope with those challenges.Foreign customer values model for Chinese residences is the most important achievement of this thesis. It shows that original value and derivative value are two basic elements of foreign customer value. Original value is composed of location, quality, service and brands. It is objective, can be delivered by the developer's marketing activities. Derivative value originates from the revenue expectation of customer. It is very complex, composed of short-term investment motivation (red), short-term holding motivation (pink), long-term investment motivation (grass), and long-term holding motivation (green). The developers should pick one of them to define their target group, unite its customer value hypothesis with real customer value, and avoid the value leakage in the conducting progress as much as possible.