The Marketing Strategy Of DH Real Estate Development Company In The Real Estate New Deal

With the constant development of modern production technology, it is become more difficult to distinguish the difference between the products. And the trend of products homogenization still exists in the real estate companies. Therefore, detailing market needs starting from the difference of the products to meet the diverse customer’s needs, improve the satisfaction and loyalty of our customers in order to have more users, it is necessary to establish a "customer-centric" strategy.This thesis is center on the marketing strategy of DH Real Estate Company under the New Deal. Describing the current problems of DH company, pointing out the necessity of CRM and CEM. Then I will give a detailed description of these two concepts. At last, the traditional marketing management problems may occur and to identify the reasons of the problems exist, to be analyzed. On this basis, analyze the importance of the introduction of CRM and CEM, and use them under the real estate marketing management. Depth discussion of the two strategies used in real estate companies, a comprehensive analysis of the development of CRM and CEM in DH Company, including implementation of the premise, the foundation and the carrier. Develop the specific steps and manner of CRM and CEM in DH Company. This combination of strategies effectively supports the work of the customers’ service center, to solve most part of the pre-existing sales problem, and real estate development enterprise management system has also been a corresponding implementation, customer satisfaction is greatly improved. The article’s final analysis is the expected benefits of CRM and CEM. The company’s customer management, brand value, customer satisfaction and loyalty, and sales all have been a corresponding increase under the system.The article use the Customer Relationship Management, Customer Experience Management and management theory of real estate marketing. Be with an in-depth discussion on CRM and CEM. Then make a comprehensive analysis on the two strategies’premise, basis and carrier, to work out the specific steps and manners of them. Finally, I will analyze the expected benefits of CRM and CEM implementation.The innovation of this paper is CEM is still in its infancy to cope with the current development of more mature CRM. Most domestic studies on CRM and CEM are running separately as two stand-alone systems, but they are not mutually exclusive, can be used as a complementary surface. The article begins with the relationship between the two, describe how the CRM’s transactional or tactical scope change into a more strategic and customers’value.