Research Of The Adversity Real Estate Marketing Strategy Based On The4P Marketing Theory

Along with the perfect of the China economic systems reform and the continuous improvement of the economic level in China, China real estate industry also has different developing stages.China real estate industry started in the late1980s,90s of20century It has already passed more than20years of development. Along with the perfect of China economic systems reform, the adjustments of national policy and the sustainable development of the economic level, the real estate industry has developed rapidly.At the same time, the real estate marketing theory received a lot of attentions and researches. A great many marketing theory was combined with the real estate marketing in the development progress. Just like the4P marketing theory, the M-M marketing theory, CS marketing theory, the4C marketing theory, the STP marketing theory and so on. Meanwhile, a number of marketing stages were experienced in the whole progress, such as the product oriented marketing stage,the concept marketing stage,the whole process marketing stage,the integrated marketing stage. The combination of these marketing theories and China real estate industry drived China real estate marketing into a new stage.In the more than10years’development of China real estate, marketing theory played a indispensable role in the swift and the violent development of China real estate.Whereas, began from2005, real estate industry rapid development for many years accumulation problem appears day by day because of the aggravate competition and the normative system constraint enhancement. Overvalued house price, the unbalance between supply and demand seriously influenced the industry’s long-term healthy development. Therefore, Chinese government continuously introduced about the real estate industry’s regulations of the appropriate policy documents. The real estate industry began to enter into the depressed market step by step. Afterwards the continuing of state macro-control in2012, the real estate selling continues to decline.Funds withdrawal gears down. The lack of funds deeply impacts the live of Chinese real estate enterprise. Under the circumstances, how to establish effective marketing strategy,which will make potential consumers into reality customer is the most important problems of each real estate enterprise.Some real estate enterprises thought house selling as real estate marketing.In effect, house selling is one part of real estate marketing. The real estate marketing includes of product, price, place, promotion, marketing as a whole thing. Real estate marketing commits to design better products for consumers, so as to realize the ascension of the sales performance.4p marketing theory which born in20th century60s is most basical marketing theory, it made a lot of contributions to the development of Chinese real estate.4p marketing theory is invented by MacCarthy who puts forward the4p theory in his book<Basic Marketing>.The theory discusses the marketing progress from four angles:product, price, place and promotion. Afterwards, Philip Kotler who is the most marketing expert expanded the4p marketing theory. The application of4p marketing theory in China real estate greatly promoted the development of China real estate industry.In the recent ten years, almost every real estate enterprise is looking for some new marketing theory and methods. For instance,4C marketing theory, CS marketing theory etc. The new theory has great significance for the evolution of Chinese real estate, but4p marketing theory as the oldest marketing theory will never be out of date. At once, far too many real estate enterprises don’t pay enough attention to the4p theory, or even think the4p theory is out of fashion.They got no enough market survey and they ignore the fundamentality of the product. Rough work and cheap materials leads to the decrease of the house quality. Then, the marketing expansion of building and the house’s selling will be very uncomfortable.Generally speaking,4p marketing theory still have unbelievable and practical significance for China real estate marketing. Its four dimensions can still provide strong support for real estate enterprises’marketing management. In special the2011’s macro-control of real estate, the real estate market still can not come out of depression up to now. Withdrawal of funds turns into more important than ever in the droop real estate market in2012. So the marketing management has become the most significant operation for the real estate agency. This article which based on4P theory of marketing management discusses the problems existed in real estate marketing management. The problems of real estate marketing management summarized by the article are that"product doesn’t match well with market","the unreasonable price""the ineffective price adjustment","the blind selection of place" and "the unwise methods of promotion". The problem-solving strategies sums up as "the research of market","reasonable positioning""the difference of marketing management" and "the brand marketing management". At last, the article used a case of Chengdu real estate agency to summarize the theory. The goal of this article is giving a reference for real estate agency in this depressed market.