| In the past 20 years, China's real estate industry has taken a new look, not only in the quantity, but also in the quality. We can believe that the housing commodity market will still be an industry with the most potentiality and develop space in the next decade. However, as the increase of the real estate enterprises and the commodities provided, the enterprises who can make the consumers satisfied and create a good reputation among consumers are becoming less and less. According to Michael Porter's theory of competitive advantages, the competitive advantages an enterprise owned can attributable to the value surpass the cost it provided to the consumers. Value is the only reason for consumers to select an enterprise. Therefore, how to use our limited resources to provide maximum customer value and realize the expected return have become major issues facing every enterprise.Along with the process of the entire society's informationlization, digitalization has become a critical factor for enterprise's survival. The real estate enterprise's marketing environment has changed fundamentally: changeable customer demand, innovative marketing technology and competitive markets.If a corporate can not adapt itself to customer's need of "Personalized marketing", "depth marketing", "micro-marketing", can not response to the market change faster than its competitors, can not provide high consumer value, can not improve customer satisfaction continuously, it would not able to survive and develop. Under the current informational survive environment, the most effective marketing concept is digital marketing.This thesis unifies the present situation of the whole real estate industry and its marketing, based on the review and analysis of the basic theory on database marketing and its application in the real estate industry, discuss the importance of customer value to the real estate enterprise's competitive advantages. Customer value is the only way leading to a film's competitive advantages. This paper establishes the database marketing model for real estate enterprises and detailed process based on customer value, and then forms a comprehensive real estate database marketing theory system. |
