The Marketing Plan Research On Real Estate Market Of Dalian City Based On 4R Theory

Since 80s in 20th century, the size and connotation of real estate industry has changed tremendously. The real estate industry has becoming the supporting industry of our country. At the same time, the real estate marketing has stepped into a new phase to be the much more essential part of real estate operation.The well-rounded marketing activity should be based on certain theories, and applied innovatively according to industry characteristics. In different stages, real estate companies based their marketing activities on marketing theories from 4P model which aims to meet market demand, through 4C model which aims to meet customer satisfaction, to 4R model which aims to build up customer loyalty.This thesis worked over real estate marketing plan of Dalian city, and brought forward an innovative marketing plan based on the 4R model. The result will exert a meaningful influence on the development of real estate companies.As the core chapter of this thesis, the chapter three is the overview of real estate marketing plan of Dalian city. The following are the specific applications of 4R theory in real estate marketing. The relativity plan aims to build up a long-term interactive relationship and win a stable market share by supplying the product mix which meet customer's demand and establishing a deep-grounded brand. Reaction plan emphasizes on listening to customers' opinions and setting up a just-in-time reaction system to response to market changes by establishing a reaction-oriented service system and contributions from employees. The relation plan pays attention to build up a friendly relationship with customers, and realize their responsibility and commitments by implementing Customer Relationship Management and marketing relationship platforms using internet. The retribution plan aims to pursue market reward and in return develop better relationship with customers by increasing customer added value to create material retribution and enhancing social responsibility to create spiritual retribution. Those four plans supplement each other while each of them is the necessary part of the whole 4R model. At last, the chapter four offered a case analysis on real estate marketing for readers to combine the theory and practice, which is the proposal for Eastern Mountains & Landscape run by Dalian Luneng Industry Company.