The Marketing Plan Research On Real Estate Market Of Xi'an City Based On 4C Theory

Since 80's in 20th century,With the quick development of real estate industry,the real estate marketing has stepped into a new phase to be the much more essential part of real estate operation.There are different theories to guide marketing activities in different stages,such as 4P theory,STP theory,CS theory and the theory 4C.In recent years,because of serious competition in real estate industry and the Influence of financial crisis,the 4C theory show its vitality in Xi'an real estate market.The core idea of 4C theory that "Please pay attention to consumers" is the weakness of Xi'an real estate marketing.It is meaningful for real estate companies to carry out marketing plan under the guidance of 4C theory.At present,Xi'an real estate market turn on the characteristics of stagnate in Price and decline in trade volume.The consumers do not want to buy house and wait for the situation become more favorable for them.Under such situation,traditional methods of marketing plan which focus on Enterprises benefits has appear a lot of drawbacks.All of the above factors decide enterprises to carry out marketing innovation.Under the new circumstances,it is necessary to make customer-centric infiltrate all business activities,from the block selection, product positioning,product sales to Brand building,which decide the 4C theory application in Xian real estate market has a wide prospect.Desires and needs of consumers,Satisfact cost for consumer,Convenience of consumers, Effective communicate between enterprises and consumers are the essence of the 4C theory. Based on the essence,the author research marketing plan at four aspects.First.study on the characteristics of consumer demand and grasping consumer demand accurately.Research methods including the traditional market research as qualitative analysis and joint analysis as quantitative analysis.Second,product pricing model which full account of consumer will enable the price near the affordable cost.Third,study on improving convenience for consumers,specific measures including to set up more Sales Departments,to strengthen the training of sales staff,to provide accurate and detailed information.Fourth,as communication with consumers,It is effective to combinate traditional communication means "let consumers know" and network communication platforms..The above four aspects is of complementary and indispensable.These can achieve the goal of marketing,consolidate and deveop corporate brand.In order to Combine theory and practice,authors used Rongde·Hemp Palm Bay marketing case to prove the effectiveness of 4C theory.Finally,drawn the conclusions: Developing and Applying 4C theory are the trend in Xi'an real estate industry;Real estate companies should adhere to Consumer-centric;Joint analysis is one of the best quantitative analysis methods;4C theory can enhance the Competitiveness of the real estate companies.