A Study On Strategys For Greentwon Group To Exploit Chengdu Market

At the beginning of 1998,China began the housing reform policy,and then,the real estate industry began to flourish,the real estate industry now has become a project to improve people's livelihood,and it also become the main source of local government revenue.It takes a very important position in the national economy.The real estate industry has experienced thirty years of development.In the recently,China's economy enters into the new normal development model,the real estate industry also needs to do some change to maintain its growth.At first,this paper gives us a basic description of the research background,significance and methods;and then,it analyzes the whole statement of the real estate industry;the real estate industry is expected a pillar of our national economy in the long run.The real estate industry in China has developed for more than 30 years,it experienced a golden period of rapid growth and market reshuffle period,now as the economy has entered into a new norm,the real estate industry also has entered into a relatively stable stage of development.The real estate industry is a very high social relevance industry,in this paper;it uses the method of PEST to give a detail analysis of real estate industry,by studying the four factors of the external environment to think about new business opportunities.Again,this paper analyzes the real estate market in Chengdu;it does a comprehensive in-depth research from the land supply,market transactions,consumer behavior,and competition,and then through SWOT analysis to understand their strengths and weaknesses of China Greentown.Finally,this article use the method of marketing strategy STP,4P and other methods to develop an executable strategic development plan for China Greentown to enter into Chengdu market.