Study On The Competitive Strategy Of Real Estate Enterprises Based On Customer Value

Until today in development of real estate industry,the market gradually mature,the cost gradually transparency,the unprecedented competition pressure,many real estate enterprise to be eliminated in the competition,want to foothold in this industry,and stronger,only from the market needs,focusing on the needs of customers,will be the key resources on key nodes of the competition.Real estate market has been from the "seller's market" to "buyer's market",so the research on the demand of customers is the key to grasp the market demand for real estate enterprises,the future of real estate enterprise competition is also grab the customer's competition,who can have better satisfy customers,customer value,who can win in the competition,this is the challenge for all real estate enterprise,more a rare development opportunity.However,the real estate products are unique and have less research on the value of real estate customers.The purpose of this paper is to through the research of real estate customer value,to find,through the method of customer value analysis to develop competitive strategy,by choosing the region one of the representative real estate enterprises,the empirical tests using this method,to find a suitable competition strategy help ZF company.This paper includes six parts:the first part is the introduction of the research background,domestic and foreign research review,research purpose and significance,research methods and contents;The second part is the theory foundation of this paper studies.The third part studies the real estate customer type and customer value factor analysis.The fourth part establishes the model of customer value and competition strategy,and puts forward the process of building the real estate competition strategy based on customer value.Fifth part through empirical analysis it is concluded that key factors of customer value table,from the selection of the region to a real estate enterprise more representative government,the design presented in this paper,based on customer value construct real estate competition strategic program,help ZF company design reasonable and effective competitive strategy;The last part is the conclusion and prospect of this paper.This article mainly uses the customer value analysis tool,helps the real estate enterprise to find the method that how to analyze customer demand,choose the competition strategy,we hope to offer the reference for other housing enterprises.Due to the limitation of the level,of course,in the research of this aspect is just made more shallow,cannot solve the various problems in the real estate development enterprise competition,just sincerely hope that this article can for the company which is in the transition of the general industry real estate development enterprises to provide some reference.