| In recent years,China’s real estate has been developing fast,showing more and more fierce momentum.Real estate supply and demand become more and more intense competition in the same area.More and more consumers focus on the competition in the price because of the product homogeneity and the individual needs of consumers.Real estate is a special commodity.Market economy requires enterprises to respond to prices in an agile,scientific and quick way.Thus,it is of critical importance for enterprises to establish a scientifically effective pricing strategy.According to the development of the real estate market in Xi’an and the status of the villa market,this thesis focuses on the market situation and the related external environment of the real estate project near the Lantian Industrial Park by Xi’an Zhongyuan Real Estate Company.This thesis analyzes the operating environment of the project by SWOT analysis method,market positioning analysis and pricing factors.Then,this thesis combines the project self-analysis and the market environment analysis to build the price adjustment strategy of the opening price and the hot sale period.Although villas marketing applies the common pricing theory,many details are very different from the general public commodity housing.This kind of real estate project belongs to the small public products.It must be closely related to the needs and ideas of the high-end crowd.The pricing strategy and adjustment strategy should be done around the high-end crowd.Finally,this thesis presents the advice for improving competition,such as,marketing campaign,focusing on strengthening project cost control,paying attention to the training of high level housing sales personnel.This study will contribute to the price strategy of the villa real estate project,which can meet the market demand and adapt to the market competition.This research also provides a kind of pricing practice for other enterprises,and finally realize the combination of theory and practice. |
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