Research On The Marketing Strategy Of Real Estate Business Relationship Of W Company

With the rapid development of China's economy and the continuous progress of urbanization,China's real estate industry has ushered in a golden development cycle.At the same time,due to the change of consumption patterns,the regulation policies have been introduced.In recent years,the real estate industry has become increasingly competitive,and real estate enterprises are facing unprecedented challenges.The traditional marketing concept is difficult to meet the development needs of real estate enterprises,and the marketing concept represented by relationship marketing is being accepted by more and more real estate enterprises.As the earliest enterprise in China involving real estate industry,W company has been a leading enterprise in China's real estate industry after nearly three decades of development.Based on W company as the research object,using the theory of relationship marketing model on the relationship between the W company marketing strategy are analyzed,summarized the successful experience,and find out the main problems,further study of the causes of problems and puts forward appropriate solutions.It is hoped that the analysis of this paper can give some enlightenment to relevant enterprises,and it can also promote the positive relationship marketing of real estate enterprises.This thesis is mainly divided into three parts:introduction,text and conclusion.The first part is the introduction,mainly elaborates the research background and the significance,the research method and the content.The second part of the text,the related theory of relationship marketing is summarized first.Secondly,it expounds the development status of China's real estate industry,and analyzes the advantages,disadvantages,opportunities and threats of W company in the marketing environment by SWOT model.And then according to the theory of relationship marketing of the six market from the internal market,customer market,market,competitors and suppliers market five aspects on the relationship of the W company marketing strategy analysis,summed up the W company's successful experience in terms of relationship marketing and the deficiencies,and aimed at the problems existing in the of W company put forward ideas and the development of relationship marketing strategy in the future.The third part draws the conclusion of this paper.