| As one of main support industry of Chinese economy society, the real estate industry plays an important role in the whole national economic system. Housing industry has a close relationship with the residential issue, so it plays a crucial role in the real estate industry. Looking back the development history of Chinese housing industry, for thirty years, it has undergone a process from theory exploration to overall practice, from irrationality to rationality, from speculation to steady development, from local interference to comprehensive adjustment.As the direct embodiment of the process, housing prices, the pricing method changed fundamentally. Especially with the real estate market competition and pricing theory research, the housing pricing method becomes more and more diversity. From overall views, domestic scholars’research on housing prices is more from a macroeconomic perspective, but rarely from microcosmic angle.Based on the real estate enterprise’s angle, the article focuses on the new housing issue, to study the pricing strategy. By deep survey and quantitative analysis, the article researches the new housing pricing strategy in Shanghai with the economics and marketing knowledge.According to the3C pricing theory (customer, cost, competitor), the3C pricing model of new housing split the factors that affect the housing prices into several specific indicators, and give empirical study. The3C pricing model reflects the customers’preference towards the new housing, the cost and the pricing strategy of competitors. The quantitative analysis demonstrates the influence of the factors that affect the new housing,Via research on Shanghai new housing prices studies, this article investigates the factors that affect Shanghai new housing prices and pricing strategy, hoping to provide scientific pricing support for the real estate enterprises, rational decision-making suggestion for customers, and policy making reference for the relevant government departments. |
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