| With the progress of society and the improvement of people's living standards,the pace of national city more and more quickly,in the rapid development of the local economy,China real estate development has continued to grow.The impact of this development can not be ignored more and more,and has become a major opportunity for China's real estate development.Since the real estate industry is the foundation of the people,playing an important role in the basic necessities of life,is the inevitable outcome of China's economic development and marketing under the open,popular people's concern and attention to the development of the real estate industry.Over the past few years,China dealing with real estate has been carried out in macroeconomic regulation and the data show that since 2011 after three years,China's housing sales have been showing increasing total assets of.2014 real estate in the top 500 enterprises in the average year-on-year growth of about six percentage points,the average total assets reached 25785000000 yuan,net assets of an average of seven point five nine percentage points,the average net assets reached 6513000000 yuan.According to the above data,we can draw that the development trend of the real estate has been very stable.Moreover,the pace of real estate development or fall characteristics in the general trend of China economy the building is also very fusion,also shows that the real estate industry for China's economic development brings the contribution of the national economy and is obvious to people.The real estate economy,it is about hundreds of millions of people in China's economic lifeline.Once the country made major reform and policy adjustment for real estate the industry,so the national economy would be subject to fluctuations and very big impact,the real estate market demand change.In general,the government of our country Try to regulate and control the real estate industry appears uncontrollable factors,to encourage people to buy housing,the introduction of a number of favorable policies to ensure the healthy development of the real estate market.However,the development of the real estate industry only by the government is not enough,need to enhance their strength and marketing means to stimulate consumers in the case of weak market therefore,the real estate enterprise marketing strategy is crucial.2016,the state of the real estate market for the latest round of regulatory measures on the real estate industry has a huge impact,first of all,the impact of the first tier cities in the development of enterprises,followed by the second line,three lines of investment opportunities change.For large real estate enterprises,the development pattern belongs to the national development strategic layout,so for such enterprises,the strategic adjustment of the face can be a national corresponding adjustment according to the national macro-control of the real estate market.First-tier cities sales plummeted,will inevitably bring about the Domino effect,first-tier cities of the land market is not keen to choose,many developers to reduce investment,reduce land reserves,focus gradually shifted to the second or three line city.With the second line,the three line of the city has become the investment focus of developers,the layout of the country will be heavily hit such as: Fuzhou,Wenzhou,Changchun,Zhengzhou City,from March 2016 to early November,Changchun City,a total turnover of land 29,including 23 residential land,the average premium rate of 37%,CNOOC,China railway construction,Huarun,Vanke,Hengda and other large real estate enterprises have shot,increasing the thickness in the city layout,Changchun the Giessen,Wanlong,Airplus and other local strength of housing prices Weifeng,is not far behind,in the land market has gained.In April 23,2010,Huarun Changchun City Landmark Real estate project,also showed that Huarun group started in Changchun.2011 in June,Huarun unveiled the perfect Oak Bay marketing center,began to open to the public.Huarun home to such a large enterprise,in the process of creating Huarun Oak Bay fully embodies in the construction speed and construction quality the advantage of Huarun group to build strength reflects our high requirements for the living cultural tradition,but also reflects the development of China in the construction of the technical level.As everyone knows,the real estate industry to survive cannot do without marketing,which is the fundamental means to safeguard their own interests.Good quality products should not only consider the quality and appearance of the project,comprehensive and thoughtful service,convenient transportation,brand effect,but also to let people have eyes and ears of a new,unique marketing strategy,to attract the attention of consumers and ensure product sales.Now,all kinds of marketing methods,marketing is dazzling,in general,eventually,are based on customer centered sales.To explore the development of China Resources Land Project,is in the actual case analysis to identify shortcomings Huarun Changchun Landmark Real Estate marketing management experience and management philosophy on the basis of the integration and adjustment of the existing marketing strategy,thinking of how to conduct in-depth marketing,to establish a real-time market reaction machine The mature marketing strategy system,is the marketing of real estate enterprises to do the work,but also to the reference and reference for other enterprises.Changchun real estate has been fierce competition in the market has never stopped,the real estate industry faces a severe environment,both opportunities and challenges,the old marketing strategy has been no longer adapted to the development of the era and the demand of the market,only the enterprise innovation and the integration of new marketing idea,to blaze a path of my own in the real estate market in an invincible position,stand firm.This paper is based on the Changchun Huarun land Real Estate Company as an example,4P theory and related marketing theory based on the actual situation of the marketing Changchun Huarun landmark real estate project of Huarun and Huarun Triumphal Arch Oak Bay project,found in real estate marketing there are still many problems.Such as: marketing management mechanism is not perfect,high quality the lack of marketing personnel.In order to grasp the Huarun group company marketing environment and the company's operations related to the comprehensive information,the author Changchun Huarun landmark real estate project of the advantages,disadvantages,opportunities and threats of SWOT analysis,to develop specific marketing strategies pave the way.Because of the particularity of the marketing of the real estate industry,specific study on the base of industry,this paper decided to 4P marketing theory to discuss the development strategy,from product,pricing,channels,promotion four aspects Elaborate the content of the strategy,in order to enhance the marketing level and management quality of Changchun Huarun land Real Estate Company. |
PDF Full Text Request