Study On Marketing Strategies Employed Amidst The Transformation Of Residential Housing Developers In China

Ever since 2010, Chinese government has been keeping an increasingly tighter rein on the regulation of residential housing in real estate and, in particular, of those countless affordable housing units constructed after the injunction against inordinate housing purchases in 2011. As a result, in Chinese mainland, the sales volumes and prices of commercial and residential housing have plummeted conspicuously, prejudicing the very development and survival of residential housing developers, who, in turn, are forced to transform. This thesis, therefore, has studied the transformational objectives for these developers and explored their prospective marketing strategies, the lead residential-housing realty Vanke Group being the major research target.On the theoretical basis of strategic management, the thesis has in the first place expounded on the process of strategic transformation for residential housing in China. Then, it has introduced target-market marketing theory, target-market selection, market positioning, and other strategic marketing portfolios. Also, by employing such analytical approaches as the PEST, and the five-power model(which consists of the bargaining power of suppliers and of buyers, the potential competency of rivals, the substitutability of product substitutes, and the current edge of rival companies), it has delved into the status quo of domestic residential housing, thereby revealing its external macro environment, as well as elucidating the occasion, necessity, and feasibility, of the transformation at home. Moreover, it has found out significant changes in the residential housing trade, whose very survival is under great pressure. Meanwhile, by way of a holistic study on commercial property developers in Chinese mainland, the thesis has depicted their state of development nationwide, and enlarged on the reasons behind their fast growth and developmental mode. With 6Ps(Product, Price, Passage, Promotion, PR, and Political power) serving as the strategic marketing rationale, it has fathomed the marketing strategies required for the transformation, and proposed an optimized marketing design that lays a foundation for their realization. Lastly, it has singled out the brand marketing of Vanke Group for analysis, unravelling its strength and marketability.