Study On Marketing Mode Of S Real Estate Company Based On The Value Chain Theory

Real estate in Chengdu still locates at immature market development stage despite development of almost20years. On the other hand, real estate sales agent industry, as a new technical advisory service industry, also faces severe competitions and challenges. Many factors effect and restrict development of the industry, like small market share, same marketing mode, unexceptional core competence, limited product development capability, single and non-standard sale marketing mode etc.Main contents of this paper are:First, based on developing situation and features of real estate in Chengdu, challenges and opportunities brought by industrial structure adjustment of real estate in Chengdu, developing situation and status of real estate sales agent industry in Chengdu, and objective and meaning of creation of full marketing mode, carry on a comprehensive analysis on external environment of S corporation; second, discuss value chain theory and value chain theory of real estate development, thus analysis the method to connect the value chain of full marketing; third, state general situation of the S corporation and composing value chain of full marketing of this corporation; then mainly analysis and evaluate design and implement of the full marketing agent mode of the corporation at present, and in this foundation, investigate how to optimize the full marketing mode; at last, summarize the contents and propose prospects.This article attempts to take the real estate full marketing agent mode as the object of study, combine real estate marketing business management operation practice which myself am engaged in for a long time, comprehensively analysis and construct value-added service system controlled by Key link in the real estate marketing value chain, so that we can provide necessary theory reference for minor real estate enterprises to develop successfully and obtain project competitive advantages, meanwhile summarize creation of the marketing mode based on value chain in the current stage, finish to model core competition of the corporation by the time and propose guiding theory reference.