Marketing Research On High-end Real Estate

With the continuous development of our country's economy,the real estate market is being gradually standard and scientific.People tend to be more rational when they are taking purchase action to the estate.When buying estate,people has shifted focus from the basic function to complex entertainment and spiritual level,which to a certain extent,promote the development of high-end real estate market.Today,the housing sales have spread from the center of the city area to the periphery under the blessing of good policy of real estate,and many of the ring and the outer suburbs of high-end estate project has come into the line of sight.Since the building of Tianjin Binhai New Area,population is growing rapidly.Sino-Singapore Eco-City as one of the key project in it,has attracted a large number of high-end real estate projects with its own high-quality landscape and ecological concept of the ecological resources and advanced technology.How to select the appropriate marketing strategy,in the fierce market competition is particularly important now.High-end real estate projects have characteristics such as large scale,strong planning and coordinating unity,and the high standard.The thesis takes the LHZY project of Sino-Singapore Eco-City as a specific case and has a research and analysis of the high-end market to choose the appropriate marketing strategy.First of all,the thesis analyzed the high-end real estate development background the related theory and method.Second,the thesis combines high-end real estate market and the traditional marketing,and states the marketing of high-end real estate market.Third in this thesis analyzes specific project LHZY internal and external environment,and the methods mainly include the PEST analysis,SWOT analysis and porter five models.Fourth,use the STP theory to formulate the perfect market positioning.Finally,the thesis puts forward the marketing strategy.Through further study of high-end real estate projects,this thesis put forward the reasonable marketing suggestions for the LHZY project of Sino-Singapore Eco-City,and provides certain theoretical basis for the market marketing study of such projects after.