The Influential Marketing Strategy Affecting Beijing's Real Estate Enterprises Performance in the Post-COVID-19 Era

Name: Yang Zhaoquan

keyword: real estale

Classification :.DDC: Th 658.84 Ya22I 2024

; Marketing Strategy

; post-COVID-19 era

; Dhonburi Rajabhat University

Abstract: The objectives of this research were as follows: 1) to analyze the SWOT of current Beijing real estate industry internal problems; 2) To analyze the PEST analysis the external factors of the current Beijing real estate market by best; and 3) To study 7Ps marketing strategy of Beijing's real. estate enterprises. This paper adopts the qualitative research method, collects the external influencing factors of the real estate industry by reading a lot of literature, and understands the real situation of the current real estate industry marketing through in-depth interviews with the marketing directors and sales specialists of five real estate companies. Finally, according to the research objectives, the interview results are summarized and studied The research findings have revealed that: 1) 1) Beijing real estate enterprises are facing many challenges and opportunities in the post-epidemic era. The main SWOT factors are market demand, financial crisis, policy opportunity and buyers' purchasing ability. Combined with market trends and policy environment, enterprises should formulate appropriate development strategies to achieve sustainable development. 2) According to the results of PEST analysis, real estate enterprises all believe that the political environment is more inclined to stabilize the current real. estate industry, while the economic environment will bring about impacts on real estate value, enterprise capital turnover, investor confidence and other aspects. At the same time, the social environment with increasing demand from home buyers will also require enterprises to optimize real estate products and use materials that can control costs more to seize the opportunities brought by the technological environment. 3) According to the analysis results of 7Ps, the current real estate enterprises in Beijing mainly carry out corresponding optimization through clear product positioning, formulation of reasonable price strategies, expansion of sales channels, implementation of effective promotional activities, optimization of customer service process, improvement of service quality and physical environment construction and other measures.

มหาวิทยาลัยราชภัฏธนบุรี. สำนักวิทยบริการและเทคโนโลยีสารสนเทศ

Address: กรุงเทพมหานคร

Email: arc.dru@dru.ac.th

Name: Lalita Puangmaha

Role: Advisor

Created: 2024

Modified: 2026-02-19

Issued: 2026-02-19

วิทยานิพนธ์/Thesis

application/pdf

Dhonburi Rajabhat University

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Master of Business Administration

Grantor: Dhonburi Rajabhat university

©copyrights Dhonburi Rajabhat university

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