The Real Easte Marketing Research Of Humanities Based On Customer Value Chain

Since the1980s, globalization created the plurality of culture, G loloalization impact on the consumer behavior patterns, especially on these who have a creative job has become prominent increasingly.they are keen on cooperation and cultural brand, to realize self-value as the first goal in life. Therefore, enterprise’s marketing pattern must also transcend physical target, to the spirit of the pursuit of values of implant in business models, namely, the humanities marketing.The macroscopical control policy of the China’s real estate market in recent years adjusting frequently, during the12th five-year plan, the property market will development from "guarantees the growth"to "guarateens the people’s livelihood", this means for positioning the regulation of the real estate industry is rooted in overall, strategical the social development and economic structural adjustment. This process is a long-term, continuous audit, the real estate industry will pay more attention to people’s livelihood and consumer demand, which requires real estate marketing must attach importance to customer value. And reflect the humanistic spirit of real estate marketing core is value marketing.In this paper, the greatest feature is making the core value of humanistic marketing-value marketing and customer value chain theory combining, to meet the evolving changes in the macro social, economic, cultural background and micro integrated real estate market situation. This paper first to review about the humanities marketing and customer value chain theory and their relationship, put forward to the customer value chain as a tool, show the spirit of humanities marketing basic mode; Then, based on the current real estate marketing present situation analysis, pointed out that the humanistic spirit and customer value of the deficiencies, thus draws the cultural marketing and the importance of customer value;The third chapter analysis of the real estate customer ABUP in every link of the value demand, and in various sectors implicit the human element;The fourth chapter through the analysis of the real estate product characteristics, the real estate marketing customer demand for functional and cultural needs of these three aspects, discussed how to reflect the humanistic spirit and the real estate marketing content and characteristics of the humanities; The fifth and six chapter elaborated the strategy and tactics of real estate humanities marketing using the customer value chain theory; Finally, through a local real estate case, illustrate the practical application of humanities marketing and customer value chain.Customer value have taken place great changes under the background of new era, The traditional marketing model has been limited, but based on the customer value chain is humanistic camp will become a leading marketing.