China's Real Estate Business Relationship Marketing Strategy Study

At first, this article reviews the theory of relationship marketing. In traditional marketing theory, marketing is a process utilizing internally controllable factors, but relationship marketing is a process in which enterprises interact with stakeholders such as consumers, competitors, suppliers, salers, governments and social organizations. The purpose of relationship marketing is to build a close relationship with customers, leading to a win-win result. Customer-oriented marketing is the main contents of this paper.By over ten years' development, Chinese real estate market has undergone three phases i.e. visible and tangible, visible yet intangible, invisible and intangible yet sensible. And the marketing strategy has shifted from 4P (Product, Price, Place, Promotion) to 4C (Consumer, Cost, Convenience, Communication) . This article also briefly analyses some new characters of the Chinese real estate market. Based on the above analysis, this paper discusses the relationship marketing of Chinese real estate market combined with successful practices of enterprises. The author puts forward and analyses service strategy, customer satisfaction strategy, value communication strategy, regret minimization strategy and appeal reply strategy. The author holds that the usage of these relationship marketing strategies by Chinese enterprises will be helpful in formulating a real and definite decision inthe new dynamic environment, improving marketing management and service level. Meanwhile, while creating customer value and customer satisfaction, enterprises themselves can realize a broader space for their development.