Abstract
　　Along with Chinese urbanization advancement expansion,the real estate profession opened China's gold for 10 years by the unprecedented posture.This 10 years,are the real estate extensive -like development barbaric growth ages,when contributes vigorously for China's GDP,also have accomplished China's rich and powerful people myth.At the same time,also deviated it to take the housing livelihood of the people function the essential attribute,deviated the ordinary common people's load bearing agent,in the income and house price serious unbalanced today,most basic “l(fā)ives” in the basic necessities of life has become luxury goods today,the real estate profession starts in front of the formidable public opinion to welcome its sacrificial nine cold winters.Since the government in 2009 year's end,at the beginning of 2010 decisive appearing “country four”,“country 11”,“has enhanced the bank reserve against deposits rate”,two anterooms rises the interest rate,limits purchases measures and so on two anterooms,the real estate industry starts to fall into in gradually the bone-chilling cold chill in the air.
　　The real estate profession is deeply the macroscopic environmental effect profession,if in 2010 also may be a year which forces oneself to look cheerful,then in 2011 then only can lifts the veil,helps oneself with all one's strength a year.This article according to in the Taiwan male far group and subsidiary company Shanghai the far construction profession development condition,unifies the current macroscopic environment and the real estate profession situation,the far construction faces the market marketing question to Shanghai in to carry on analyzes thoroughly.Using the strategic management,the marketing management elementary theory and the method,have formulated in Shanghai the far construction following marketing strategy,by time to company's development certain function,thus enhances the market competitive power.
　　Key word:Real estate profession Macroscopic environment Marketing management; Strategic theory