Study On The Real Estate Marketing Channel Strategy

Real estate marketing channel is a system control by real estate Development Company, the system constituted by relevant organizations for marketing objectives.As the realization of the final value of real estate, channel affects the efficiency of the real estate marketing greatly. Marketing channels become scare resources for the Real Estate Company to get sustainable competitive advantage. With the real estate market from the"seller's market " to "buyer's market" , the real estate company must be more sophisticated, standardized, and efficient operation of the management of the marketing channel from the tactical level to the strategic level.The paper consider the particularity of the real estate market in China, put forward real estate marketing channel strategy system, the paper do the follow work:1. Firstly, solving the two basic decision-making in marketing channel strategy system, analyze the important position of the marketing channels in the marketing strategy and corporate strategy.2. Put forward the process to formulate real estate marketing channel strategy and analyze its influencing factors.3. Expound three main issues to implement Marketing channel strategy. Firstly, proposed channel design process, the real estate company should design the marketing channel structure under the guidance of the strategy, and demonstrates the feasibility of the three new marketing channel models. Secondly, channel members should be choose scientifically as the main part of the strategy;thirdly, discuss the enterprise how to distribute the marketing resources in all strategic units and use limited resources to achieve the greatest economic benefits. Use the methods based of demand function to distribute the resource, demonstrates the rationality and feasibility through a case.4. Building multi-channel evaluation index system with the AHP method, using the principal component analysis to choose the best channels and to identify the key factors affecting channel construction. Finally, verify the scientific of indicators and the feasibility of the method by examples. Provide a quantitative for real estate Development Company to choose marketing channel and decision-making.5. Draw conclusions and propose inadequate and prospects.