Reserch On Marketing Strategy Of A Real Estate Development Company Based On Customer Value

Marketing is a critical and indispensable segment in real estate development. The formulation and implementation of marketing strategy, is directly related to the enterprise the management results. In the mature enterprise management environment, many real estate enterprise marketing management is actually extensive. With the intensification of market competition and customer decision-making rational return, relying on experience or so-called "planning master", being lack in exploring real customers'demands, the extensive marketing strategy have been unable to meet the buyers' market. To gain a competitive advantage, it will be an inevitalbe choice to refactor marketing chain based on customers' demand.According to this, the article is to reconstruct real estate marketing work based on customer value, which is totally different from traditional producers guide. Directed by the consumer guide, applying 4P & 4C theory to organize marketing,4C as the core,4P as the basis, designing marketing frame, it summarizes the "customer, price, channel and promotion" in four linked marketing design direction, namely " front position based on the customer ", "price scheme based on the customer", " marketing organization based on the customer" and "transformation and relationship management based on the customer ",and every key step of customer research design are summarized. When front positioning based on the customer, this paper give us the thinking logic of project positioning and specific operation process. Through the customer research and the analysis of customer characteristics, we can effectively the product advice. For the price research aspect, we apply a combined method of cost-oriented pricing and competition-oriented pricing, using SVM modeling, effectively solved unpredicted problems due to the little volume of samples, using in Matlab programming, we finally get the error controlled within 1%. In the customer oriented marketing organization, based on the core customer information and the customer cognitive way, we find the way of the marketing strategy. This paper also studies the transformation and customer relationship management. After all, taking a developer project WKC as an example, we will demonstrate the marketing design based on customer value, to guide the real estate enterprise practice.