Research On Marketing Tactics Of Service For Second-Hand House Sales Of Real Estate Agency

The transaction of second-hand house,involves the appraisal of house property value,the signing of contract for real estate transaction,housing loan mortgage,the transfer of house ownership and registration,the collection of taxes and fees and other complex professional business,it is an important part of the real estate market.With the increasingly fierce market competition,a high degree of convergence of the second-hand house sale service of real estate agencies is becoming the norm.The traditional marketing mode restricts the further development of real estate agencies and can no longer keep up with the development of the times.The key to the sustainable development of real estate agencies is to optimize their marketing tactics and form differentiated competitive advantages.This paper analyzes the marketing tactics of real estate agencies illustrated by the case of Company A’s service for second-hand house sales.First of all,it analyzes the political,economic,social and technological environment as well as the industry competition environment of Company A by using PEST and Michael Porter’s Five Forces Model respectively,and it identifies the factors that influence the external environment on the development of marketing tactics of Company A.Secondly,it analyzes Company A’s own human resources,places,customer resources and others,and finds that Company A has enough ability to optimize its marketing tactics.Thirdly,the questionnaire survey is used to make an in-depth analysis of the current situation and existing problems of 4Ps marketing tactics formulated by Company A.Fourthly,by using the 7Ps,it provides some suggestions on the optimization of marketing tactics for Company A.At last,it develops a series of guarantee measures about marketing tactics optimization.The study has great applied significance for Company A to implement efficient marketing tactics of service for the transaction of second-hand house and it has instructional significance for other real estate agencies to optimize their marketing tactics in addition.Moreover,it helps to improve the marketing theory of real estate agencies in China.