The study of marketing strategies on the real estate industry in Beijing of China

Abstract

This dissertation is the study of marketing strategies on the real estate industry in Beijing, China. With China’s economy sustained and rapid development, the people’s standard of living has significantly improved. The real estate industry is going through the stage of moving from quantitative to qualitative change. People’s living environment and housing conditions have undergone tremendous changes. The increase in revenue promote the demand of desire of improving the living conditions, thus promote the development of the whole real estate industry. China is in the rapid development stage. Residents’ lives improvement and the level of urbanization’s rapid development formed a huge demand for real estates. In recent years, the fast development of real estate industry becomes an important driving force for economic growth in China. But some cities’ housing prices rose too quickly, beyond the average resident purchasing power, and also laid the risks to the steady and rapid economic development as a whole. (Han and Yin, 2012) Beijing, as China’s capital, the real estate industry will be effected by government policies dramatically comparing with other cities. But the price is not decreased a little; the trading volume is declining significantly. The policies and control of government play very important role to help the market healthy develop and keep stable. China Academy of social sciences which published 《Green book of housing market》pointed out: there is housing price bubble trend in more than 20 cities which include Beijing, Shanghai, Hangzhou and so on. The percentage of housing price bubble in Beijing is about one-fifth. According to the China Realty Research Center’s research report, in Beijing, real estate market is small to pick up, transaction volumes and average prices are on the rise. New living houses’ transaction volumes are higher than the previous transaction volumes. With the pick-up in transaction volumes, the price continues to rise slightly. For this market situation and policy, the study on marketing strategies of the real estate industry need to be pay more attention in order to improve performance of real estate industry which can improve customer satisfaction. The marketing strategies have been developed, but the new marketing strategies are not applied. There are problems of the present marketing strategies.