| By April,2010, the so-called history's most severe control policies "State tens" came on stage. For a period of time, China's real estate market triggered an uproar. The house buyers clapped and the Real estate enterprises felt great pressure. But the market did not turn cold in accordance with the target anticipated by the government. Instead, after a short period of the policy' s adjustment, a new historical high sales volume announced the failure of the regulation in revenge. Large enterprises, such as Vanke, Poly etc, repeatedly refreshed their records of sales volume, and the selling prices were as still as a rock without shake. On September 29 before the National Day, the secondary regulation came into action. The high prices of real estate and other life necessities, eventually lead to the harsh "New Eight Clauses" issued by our government in January,2011. Immediately, the real estate market apprehended danger in every sound. Real estate enterprises were beset with troubles internally and externally. Now, it was the time for the real estate enterprises to value the policy of the government and to consider themselves how to survive.From the historical policy cycle we can judge that this regulation cycle is expected to remain in at least 9 months, and that weak market adjustment has already entrenched. In 2011, real estate enterprises have to face great changes in this process, small and medium-sized enterprises will have to face the fate of being merged or transformation. It is a doubt for these enterprises whether there is a possibility for them to participate in the future competition or continue to deal with their business.Based on the working experience in the corporation in which the author is serving now, this paper studies the influence of new regulations for China's real estate enterprises, especially for small-and-medium-sized enterprises since April,2010. Meanwhile, it emphatically analyses and compares the followings:the corporation's problems under the regulations, disadvantages in the competition, and the corresponding marketing strategies. It lists out explicitly the problems of small-and-medium-sized enterprises and the way they have to go.The article has enumerated the brief procession of real estate development in China, as well as the background, main content and purpose of the promulgation of the new regulations. It forecasts real estate's macro situation in 2011, and summarizes the way in which large estate enterprises to deal with the austere situation and the soaring predicament small and medium-sized enterprises have to face. It straightens impacts on the enterprise in several aspects such as marketing, investment and management caused by regulations. It also analyzes the strategic thoughts as "for survival, storage of strength, seek development " in regulating environment in the company, It also points out that necessary support and safeguard should be given to the marketing management in the aspects of human, management, information, and capital operation etc. That work can be done by the way of marketing strategies, coping with the market changes, overall marketing, precise marketing, and team marketing, and sales strategies supplemented by new methods for new houses. Meanwhile it will lay better foundation for the development of the company.This paper attaches importance to both the theory and practice. It attempts to analyses impacts of new regulations with a enterprise case, data by the knowledge of marketing, strategic management, human resource management, and information system theories etc. This paper is practical and helpful. Its ideas can be of useful reference significance for similar enterprises. |
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