新“限购令”下的房地产住宅市场营销——以广州市为例

Property Marketing Strategy with the Background of New Housing Restriction Policy:An Example of Guangzhou

从2010年国家开始对房地产市场进行调控以来至今未见有松动迹象,每次调控新政出台都会引发房地产市场的动荡。2013年十八届三中全会召开之际,各地政府出台了更为严格的购房政策。在此情况下,房地产企业应该进行怎样的营销创新应对市场。本文以广州市为例,分析"穗五条"政策带来的营销困境,探讨房地产企业怎么运用4Ps营销策略进行营销创新。

From 2010 the country began to control the real estate market, and there is no sign of loosening. Each introduction of the new policy will trigger a turmoil. In 2013, the Third Plenary Session of the eighteen meeting, local governments has introduced more stringent policy. In this case, what kind of innovation should the real estate enterprises carry on？ In this paper we use an example of Guangzhou to analyze the marketing dilemma from new policy. We also explore how to use 4Ps marketing strategy to develop innovation for the real estate enterprise.