Integrated Marketing Strategy Of Real Estate Based On Relationship Marketing

The theme of this article reviews the idea of sales relationships. The traditional marketing theory is the process of using internal controllable factors. Sales relationships are between consumers, competitors, suppliers, distibutors, government, and social organizations, which act together in an interdependent way. The purpose of sales relationships is to build reliable long-term links, so that both the customer and the company benefit. This article discusses the role of the customer as a central focus.China's real estate market has already experienced more than 10 years of development, in a process of 3 stages; first sales that can be seen and touched, second sales that can be seen but not touched, and third sales that can't be seen or touched, but can be felt. The article also gives a brief analysis of the Chinese real estate market, and its new characteristics. The marketing strategy of Chinese real estate enterprises has been changed from the 4P (Product, Price, Place, Promotion) theory, to the 4C theory ( Consumer, Cost, Convenience, Communication).Based on the analysis referred to above, the article discusses internal real estate sales relationships. The article includes discussion of successful internal experiences of real estate companies, and advocates an analysis of the strategies used in the real estate business, the strategies of real estate customer-satisfaction, the strategies of value communication, strategies of minimal loss and regret in making transactions from the point of view of the customer, as well as strategies of dealing with customer dissatisfaction. The sales relationships referred to above, can be used in internal real estate development and reconstruction. This explorative study describes new market trends and the appropriate enterprise environment which is useful for real estate companies to make the right decisions within. The article is also helpful for enterprises to focus on how to improve their sales management and customer services, how to create customer values and satisfaction, and in helping companies to fulfill their development goals and survival in business, and widen their scope.Main Creative Points of Article:1. Based on the sales relationship idea of modern marketing, as well as the special characteristics of the real estate business, the article advocates communication...