Study On The Relationship Marketing Of The Real Estate Enterprise Under The New Situation

Nowadays, the industry of real estate is becoming the supporting industry of our country. Real estate marketing has stepped into a new phase. Real estate enterprises must place marketing at the most important position if they want to keep developing in the future. Real estate products have characteristics of long developing cycle, high value, and complicated transaction procedure. It is also concerned with many interest entities and it is affected by a lot of marketing actors. So the core competences of real estate enterprises rely in their capability of resource integration. With the continuous development of social economy and the improvement of the people's life, the requirement of the consumer with the real estate products is becoming more and more complicated, which requires developing firms increasing the added value for product and service. In this case, it remains the key point that how to incorporate the inner and outer resource to provide high quality products and services, to increase the satisfaction grade from final customers while obtain the firm's profit.It is the key point to coordinate and optimize the interest entities, which may influence real estate development. Therefore, relationship marketing plays an important role in real estate marketing. Real estate enterprise could create more value-delivery for customers, increase customer satisfaction grade and loyalty grade, and maintain firm's competitive capability through coordinating and managing the different entities, and enhancing interaction among the entities.Real estate Enterprise's relationship marketing tactics is proposed in the paper through the analysing the flaw of transaction marketing, the creation of the relationship marketing as well as the development of real estate market under the present situation and development trend in the future. The relationship marketing tactics including the consumer service tactics, the customer satisfaction tactics, and the customer appeal reply tactics. At the same time, the paper discusses other benefit counterparts' relationship marketing tactics, which including the supplier's relationship marketing tactics, the internal relationship marketing tactics, the...