qm房地产代理公司营销策略分析-marketing strategy analysis of qm real estate agency company.docxVIP

AbstractThe real estate industry in our country has developed very fast recently. Under the test of bubble economy, the real estate enterprises become increasingly competitive over time. They do not merely struggle for real estate, but also have competition on the comprehensive strength among companies, and as a result, strengthening the marketing plan becomes of great importance. Therefore, how to be an agency that mostly suit for project development becomes a problem in real estate agency industry.The paper studies “the marketing strategy of QM real estate agency”, of which the main business focus on the 3rd and 4th tier cities of our country. The company is rather better than other companies of the same industry and same level, with its innovation, comprehensiveness and customized service characteristics. This article first analyses the background of real estate and other related industries which gives the prerequisites for the research, and elaborates the objective and significance. Second, through the related theoretical review, it expounds the principles, theories, methods, means and so on which are used in the paper. And by system introduction of the industry in the fields of its developing history, industry category and status and existence significance, the paper gives a detailed and intensive analysis of the overall situation of real estate industry in our country. Third, the thesis expands the current business model, marketing policy, management method etc. of QM Company, and discusses in details the industry environment and competitors basing on PEST analytic approach which can analyze macro-economic environment in the light of actual situation. Last of all, the paper divides the marketing policy of QM Company into early, mid and late three stages and specifics each of them in details. The paper also uses some marketing theories such as 3C model, STP strategy, SWOT analysis and 4Ps tactic, combining with the actual case analysis, and by means of analysis