Case Study Of MM Real Estate M City Project Pricing

With the continuous development of the economy,the real estate industry in China has been developing continuously,and the competition among the major housing enterprises has become increasingly fierce.How to establish a scientific pricing strategy is one of the core issues in the process of enterprise development.Real estate development enterprises should not only consider the development cost and corporate profits,but also consider the customer demand and the government's various measures to control the housing price.The application of traditional real estate pricing method cannot meet the requirements of the development enterprises,so it is of great significance to seek scientific and reasonable pricing methods.Real estate is a special kind of commodity,which has different characteristics from ordinary goods.Therefore,real estate pricing is a thorny issue.Based on the project of Mingmen town by MM real estate,this paper analyzes the problems of pricing in the initial opening of the project in 2015.And through the project micro macro market environment,market environment,the needs of customers and various aspects has carried on the thorough analysis,pointing out that pricing system is not perfect and pricing strategy is single,and problems like lack of innovation.This article applies the linking theory with practice method,makes deep analysis,combines the characteristics of Mingmen town project,identifies the pricing strategy on the basis of the competition oriented "market comparison method",and we also use the innovative level difference,vertical post,special price difference and other differential methods to modify the price,and through the setting of customer requirements,to further adjust the rationality of the price,making it adapt the competitive market environment and match the needs of customers meanwhile,so that the selling rate rises and cash flow runs quickly,and the development goal of the enterprise can be achieved.At last,the paper puts forward a few guarantees which are to make sure the effective implementation of pricing strategy.We hope the implementation of the scientific pricing strategy will help MM property obtain more lasting competitive advantages in the course of future development of the enterprise,and also hope that this article will be helpful for the study of pricing strategy project among similar enterprises.