Study On The Theory Of Relationship Marketing For Real Estate Broking

As a brand new service industry, real estate broking makes much contribution to development of real estate industry and rising of living standard. With China's economic growth entering a new historic era, the development of real estate broking displays special characteristics, which are that relationship with government, costumers, society and so on is becoming extensive and profound. In order to promote the development of real estate broking in the new century, it is necessary for us to study systematic cognition and analysis on development of relationship marketing for real estate broking.There are five chapters in this dissertation:Chapter One introduces basic theory of relationship marketing, which points out that relationship marketing has the essential characteristics of two-way communication, cooperation, two-win and feedback. This chapter also emphasizes on systematism of relationship marketing, thought of cooperated competition and the idea of sustainable development.Chapter Two analyses that it is an essential necessity and trend for China's real estate broking to bring the idea of relationship marketing to modernization, marketlization, internationalization and sustainable development under the background of China's new era.Chapter Three is a special study on the relation between development of real estate broking and the government. Through analyzing the practice of "trading platform online for second-hand houses" in Shanghai, this chapter puts forward that government should build up long and stable cooperation relationship with companies so as to promote development of marketlization and modernization for real estate broking.Chapter Four is a special study on customer relationship, which analyses the value and realization of customer relationship. This chapter also explores innovations on the theory and models for foundation and maintenance of customer relationship.Chapter Five studies on corporation and corporation relationship, which emphasizes on evolution of E-business among corporations (B to B), models ofprofessional union among corporations and its ability of organizational innovation.The part of Conclusion sums up the contents of this dissertation and puts forward some issues to study further.