A Study On The Model Of WOM Marketing In China’s Real Estate Industry

The growing fierce competition in Chinese real estate market has given birth to the innovation of marketing strategy. With the number of China’s Internet users reaching more than0.6billion, buzz market based on Internet is burgeoning with a promising future. As a typical representation of customer durables, the real estate industry shares a considerable number of common traits with WOM marketing. However, the current WOM marketing in domestic real estate industry is still at its initial stage with no mature theoretical or methodological system. This paper summarizes the characteristics of the current China’s WOM marketing in real estate via categorizing and analyzing its three models, proposing a problematic analysis and proposing corresponding suggestions to optimize and solve the issues. In addition, this paper also tries to explore appropriate WOM marketing models in respond to different needs in marketing of real estate industry in different developing stage of China. This paper analyzes the current situation and problems existed in WOM marketing of domestic real estate. It focuses on the case studies of the three classic models of WOM marketing in current domestic real estate,"Wanke Model’、"Biguiyuan Model" and "Yizhuang Guigu Model", from all the following aspects of traits, advantages, disadvantages, typical cases, applicability, liable ways to improve and vertical comparisons. Based on a comparatively profound research and study, this paper also proposes implements and suggestions for improvements on the Internet WOM marketing model in domestic real estate industry from all the following three aspects:the platform for WOM marketing, the content of WOM marketing as well as the evaluation system of marketing.