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A Study on Real Estate Marketing Strategy in the Background of the New Era

Last modified: November 5, 2019
Estimated reading time: 1 min
Project Title: A Study on Real Estate Marketing Strategy in the Background of the New Era
Author: Ms. Yutong Meng
Advisor: Associate Professor Dr.Chiao-Ming Li
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2018


Meng, Yutong. (2019). A study on real estate marketing strategy in the background of the New Era. (Independent study, Master of Business Administration). Bangkok: Siam University.


Under the impetus of the economy, the real estate market in China has developed rapidly. The scale of domestic real estate development enterprises is expanding, and
the real estate market is becoming mature day by day. Attracted by the high profits of the real estate industry, many enterprises have entered the field of real estate development. The current real estate market operating environment has changed greatly, from the seller’s market to the buyer’s market, and the competition in the
industry is more intense, and the macro regulation and control of the real estate market is also strengthened by the state, which puts forward higher requirements for the market marketing ability of the real estate enterprises.

This article mainly analyzes the marketing strategy of real estate market under the background of the new era, first expounds the research background, the domestic
and foreign research status and so on, clarifies the topic of this study. After that, it expounds the 4C theory and the 4R theory, and then analyzes the marketing status of the H real estate enterprises, and carries out the SWOT points analysis. Finally, the problems of H enterprise marketing was analyzed, and the corresponding
countermeasures were put forward in order to improve the level of H enterprise marketing.

Through the analysis, it was found that there were still some problems in H real estate enterprises, such as too single marketing method, too much pursuit of shortterm benefits and so on. Based on the findings, this paper propose to make full use of diversified marketing methods, brand marketing and other strategies to better protect
the marketing effect of H enterprises.


Keywords:  Real estate, Marketing, Strategy.

A Study on Real Estate Marketing Strategy in the Background of the New Era

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand