| (I) The real estate, one of the main industries of the national economy, is put under the category of the tertiary Industry. Its development will energetically promote the prosperity of the whole national economy. With the development of the real estate market in our country in recent years, the operational ideas and operating methods have become the crux of the housing market. To analyze and study the market and management of the real estate industry in Chengdu is very helpful to renewing the managing ideas, to flexibly handling the tactics of market operating, to increasing the competitive ability, and also helpful to promoting the housing consuming which will become and important section of the national economy's development.(II) There are three parts in this thesis. There is only one chapter in the first part. Chapter one is about the formation and development of the real estate market, as well as its status in the national economy and its problems we have to face. The Chinese housing market has a long history, coming into the bud at the end of the 19th century. The demand and supply of the housing commodities began to take its shape in a number of big cities in the 1940s. During the three decades after liberation, the development of the housing market was in the stagnant period due to the economic systems of that time. The housing market began to recover in pace with the deep-going economic reforms and open-up economic policies. It has grown into a market system with all functions by the last decade of the 20th century. The housing industry is a kind of basic and leading industry which is able to bring forth the development of the finance, the building material industry, the metallurgical industry and other related industries. Moreover, it can provide a plenty of accumulative funds for public finance. So the State Council has put forward that the housing construction should be developed as an important part of the economic growth. At present, the development of our housing market is restricted by some problems in market order, laws and regulations of the housing industry, management system, reforms of housing regulations, opening of the secondary market, housing taxing and financing.(III) The second part contains six chapters, from chapter two to chapter seven, in which the housing market in Chengdu is analyzed in the respects of managing ideas, demand and supply, products, prices, channels and sales. And then, some important experience and problems will be summed up. Chapter two is on the managing ideas of the Chengdu market. There are three kinds of ideas: `Production According To Intuition'; `lopsided Promotion'; and `Marketing'. `Systematic Business' is a new trend of housing business, but it is still at the initial stage. In Chapter Three, the author mainly analyzes the demand and supply of housing market. The demand is often influenced by many factors such as the social culture and individual needs. Therefore, it is classified into five gradations: demand on the basis of size, functions, surroundings, services and personal tastes. In the relation between demand and supply, the housing market in Chengdu has sustained some structural imbalance. Supply exceeds demand in high-grade houses, and demand exceeds supply in low-grade houses. This phenomenon is striking for lack of careful investigation and study of the housing market by the estate developers. Chapter Four is about innovations on the housing products. The products of housing industry differ from any other products. Their function system should be studied carefully so as to help the developers to meet the consumers' need. Not only the products of the housing industry but also its market have their own developing periods, which are very important for the real estate enterprises to size up the situation of market development and to work out adequate business policies. The fifth chapter is for the housing prices. The prices are decided by the production cost, the demand and supply of t... |
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