Research On Customer-oriented Real Estate Marketing Innovation

From early 1990s, marketing theory came into use in real estate field. For about 20 years, real estate marketing have experienced three chief periods: sales orientation, production orientation, and basic customer orientation. And many problems have been found to be solved at marketing practice. When the state brought real estate market under control from 2004, the market was out of prosperity and marketing was more and more important. Then, both the real estate market and theory development needed new marketing innovation. So the article was researched.In this article, I study the marketing system and dissertate three issues: need of the research, the problems at real estate marketing practice, and bringing forward innovative marketing way.The introduction narrates the background of the disquisition, research motivation and method, and the significance of disquisition.The first chapter of the paper dissertate the need of real estate marketing innovation. From the five aspects: market position, variety of consumer demand, industry transformation, marketing problem and development, we will found marketing progress have to be done now.The second chapter analyzed the problem about the existed customer-oriented real estate marketing, especially Customer Relationship Management and experiential marketing theory. The essence reason is lack of consumer behavior research.The third chapter bring forward building up the consumer behavior system to back up the customer oriented marketing. It suggests that lifestyle will become the segmentation variable to replaced the vital statistics variable.The fourth chapter threats the consumer resources as strategical equity, and put forward four ways and means: consumer experience optimization, interaction with consumer, exerting public praise power and managing consumer lifetime value.The fifth chapter is the conclusion. The main framework, outcome and value of the research are recapitulated.