Application Study Of Collaborative Marketing In Real Estate Industry

The rapid development of Chinese real estate market and increasingly fierce competition set even higher requirements for real estate marketing. In this situation, the application study of new marketing notion in real estate industry has both theoretical and practical importance. It enriches the connotation of new marketing notion, then puts it into real estate marketing practice to explore new business model and therefore has directive significance for the development of real estate marketing.This paper mainly studies the application of collaborative marketing theory in real estate industry. It focuses on three parts:the restructuring of real estate customer value system in the frame of collaborative marketing, the collaboration of real estate marketing channels and the sharing of real estate marketing resources.Customer Value:The paper constructs an overall customer-oriented real estate customer value system in the overall exchange relationship on the basis of classic value concept and the present real estate customer value model.Marketing Channel:Based on the analysis of traditional real estate marketing channels and the combination of collaborative marketing theory, the paper makes innovative research on real estate marketing channel and raises three channel models, namely vertical integration, horizontal integration and net-crossed multi-polarization.Marketing Resources:It mainly discusses the organization management collaboration, brand sharing and external resources integration in real estate marketing collaboration so as to put forward new ideas for real estate marketing practice.