Customer-oriented Real Estate Marketing Model And Application Analysis

The high speed of the urbanization in China has been resulting in prosperous development of the real estate. The theory and practice of real estate marketing are being transferred from scattered to systematic, from extensive to mature. However, the unique feature of the real estate products have not obtained enough the attention from the theoretical field and the marketing theory system that specifically refers to real estate is not complete.In this thesis, starting from problems of the item which is called Zhengzhouhengdajinbitianxia, combining relevant marketing theory and author’s practicalexperience, a client guidance marketing logic and potential marketing theoretical model are proposed which can be used to formulate the item marketing program and verify the model by giving the explanation of the marketing process and analysis of performance.The core of the marketing model is:based on the item value, accurately position clients, sketch the clients map, build up the influence by short-time intensive marketing, accurately notice clients by utilizing different channels, form clients potential height\lead to a large number of client-visitors, take advantage of high performance-cost ratio and powerful sale execution to realize high clients conversion rate, fast transaction and complete the marketing task. The case of Zhengzhouhengdajinbitianxia proves that the marketing model improves the marketing efficiency and maximizes the marketing value.We have realized, doubtless, the practice of Chinese real estate, including the marketing theory proposed by this thesis, is under the transaction marketing mode. This for sure has object reasons, but as the market is developing and growing up, the trend of transaction marketing converting towards relation marketing is unstoppable. This is also the focusing and exploring direction which is required by marketing theory and practical field...