Marketing Strategy and Countermeasures for a New Round of Real Estate-Case Study of the Real Estate Market in Nanjing

摘要

The rapid increase in house price in 2009 together with the strictly executed macro controlling policy in 2010 resulted in a weak market of real estate nationwide, in which business volume has substantially decreased and buyers are waiting and seeing the opportunities with currency, so the real estate enterprises are confronted with more and more financial pressure. The paper puts forward the following marketing strategies for the real estate enterprises at present: selling some houses by reducing prices to deal with the urgent funding gap problem; conducting interactive marketing by effective methods, especially paying attention to developing personal marketing strategies of important customers; improving the traditional service mode, and establishing exchanging platforms with potential customers by new media so as to increase trust degree.