Residential Project Research On Service Marketing Strategy Of KH Real Estate Company

At present,the Chinese economy is being developed and modified intensively.The market of real estate is at a stage of large-scale mergence after it has gone through its developmental peak.The policy of macro-readjustment has become stable,the role of industry is being mature and complete,and gradually people have reasonable and various demand for the real estate industry.As a result,there is a need of brand-new method of sale promotion in terms of the real estate companies.They can widen their market scale and strengthen competitive advantage by providing high quality services.The target of this article is KH real estate company that I had worked for a long period.The research idea is firstly questions creation,questions analysis secondly and finally solving the questions.From the perspective of practice and real companies,reliable strategy will be created for firms by two methods and one theory,which are references and cases research method,and modern service-marketing theory.This essay utilized service-marketing 7P combination theory and made commodity strategy based on demand and quality.On another hand,the price strategy is formulated by discussing demand pricing,competitive pricing and differential pricing model.By applying 7 strategies to illustrate how the service-marketing practice and theory works,which are place strategy by using agency and supermarket.Building communication strategy by combination between media and institutions.Making great human resource policy by changing service concept,training and improving service quality and constructing harmonious working situation.Physical exhibition strategy by virtue of staff and environment.Using procedure strategy including provide what customer needs,customer-oriented,timely services.Furthermore,personnel training,firm culture,company structure improvement,bonus mechanism emphasis,greaten after-sale service and so on are discussed as well in this article.Analyzing KH real estate company's marketing strategy choices and formulation is able to assist the service-marketing theory with popularization in the real estate market deeply.It also can provide abundant references in terms of service-market.