Research On The Top Luxury House Marketing Which Based On Buying Behavior Of High Net Worth Individuals

In recent years,with the development of China's national economy and the growing demand of high net worth individuals,China's real estate industry as a pillar of the national economy is undergoing profound changes.Since 2016,the government has restricted land supply gradually from point to surface.the sale of commercial residential land is decreasing,and to build luxury houses is a popular way to increase revenue.In this context,more and more luxury houses are produced,which requires our real estate practitioners and theoretical researchers give the answer that how-to sale successfully.First of all,we did a literature review and related research about home buying behavior and luxury house marketing at home and abroad,and then we established the research scope and method of the thesis.Secondly,we analyzed house buying behavior characteristics of high net worth individuals,investigate and survey their needs and expectations,and find the common features of China luxury house customers and buying trend.Housing demand for high net worth individuals is influenced not only by single or mixed motivation,but also by demand level and types with the periodicity.Finally,take the 7Ps marketing theory as the theoretical framework,base on the high net home crowd behavior characteristics and the typical Beijing top luxury marketing example as the support,strategies and measures are proposed to promote the top luxury house marketing management.The channel management of luxury house marketing should be based on pull strategy which lead to build a large channel expansion system and comprehensive interception system,make pull strategy as a supplement.The customer experience management should establish a complete display system which contained nine points of two scenarios,strengthen the "internal staff" humane care to improve their service quality and achieve finer service management.And membership marketing mode should be adopted in customer expectation management,customer experience management should be taken care perfectly and price should be close to the value,not only in customers buying time,also should be in customers use it.However,the research on the house buying behavior of high net worth individuals has been studied in thesis,but some aspects still need to continue.