Research On The Word Of Mouth Marketing Of Housing Residences

In 1987, Shenzhen City, the special economic region, took the lead in gaining revenues from transferring the land-use right, which indicated that China realty business really started growing to maturity. Up to now, the marketization of China realty business has carried out for nearly 20 years, so the realty business market is normalizing step by step and customers also become mature increasingly. Real estate market with relatively high capita incomes and good prospects attracts more and more participants. The competition in real estate market has also become more and more intense. Therefore, the enterprises are continuously seeking for the marketing theory or method suitable for new market environment in order to realize their own business targets. Marketing has been raised to a more important place in the market increasingly.Since the customers and the market environment become mature continuously and new developers enter the real estate market uninterruptedly, people start to realize the importance of marketing. Thus, new marketing theories are used continually to give guidance on marketing strategies and tactics of enterprises for the expectation of developing scientific marketing methods to achieve profit maximization. As one of the oldest way of communication, word of mouth communication plays an irreplaceable role in new realty marketing process. During the process of realty marketing, word of mouth communication is omnipresent. With continually emerging of new scientific methods, researchers attach importance to word of mouth marketing (WOM) gradually. Moreover, under the prevailing of integrated marketing communication (IMC) theory, WOM really reflects the standpoint of "marketing is communication".Under the guidance of IMC concept and with the consideration of regionalized characteristics of real estate marketing communication, this essay applies WOM in the process of real estate marketing communication, analyzes the existing marketing problems of realty business enterprises at present, and points out the necessity and practicability of integrating WOM into housing estate marketing communication for the expectation of improving the efficiency of traditional IMC as well as reducing costs through effectively implementation of WOM during the process of housing estate marking so as to realize marketing communication targets and profit maximization. This essay is divided into five chapters. Chapter I Preface: mainly introduces the background of the development of China housing estate marketing communication and existing problems as well as the significance of this topic. Chapter II gives detailed analysis respectively for the developing course and the tendency of WOM and China real estate marketing. Chapter III gives sufficient analysis for the channel of housing estate marketing communication on the basis of clarifying the product characteristics and the market characteristics of China housing estate first of all. Chapter IV analyzes the theoretic support and the component elements of WOM and gives detailed analysis and discussion for each component element of housing estate WOM. Based on the theoretic analysis of four chapters, Chapter V gives useful discussion on how to apply WOM in advertising communication, news communication, event communication, sales field communication and personal communication systematically, and how to control negative word of mouth effectively during the process of WOM to realize the target of housing estate marketing communication.