Research On Real Estate Marketing In Net Era

Marketing is regarded essential to the operation of any real estate company. From the angle of traditional economics, the purpose of formulating a marketing strategy is the effort of the company to transform its products/services into social activities. As a real estate company is concerned, marketing is a magic weapon for making profits and surviving the fierce competition. According to Philip Kotler, marketing is the process by which a company satisfies the needs of its customers at a profit which satisfies its needs. Marketing strategy, extending from the above definition, is the activity by which a company reaches its various targets such as market expansion, excellent public image, brand enhance and good customer relations.According to traditional marketing principles, subject to the development stage then, the key elements in marketing include product, price, promotion and place of substitution, which was summarized by E. J. McCarthy as the combination of 4P's. In Net Era, however, there will be great change to traditional marketing rules. Firstly the rule of region has been weakened; secondly business promotion and distribution are organized as an integral on internet; and thirdly the distribution chain is cut short, which will result in decrease of cost and hence of price. In addition, when performing Electronic Commerce, should be taken into consideration new factors like creating friendly homepage, developing E-commerce system internally and externally, and establishing and keeping good custom relations. In summary, in Net Era, the 4P's combination will be taken the place by a 4C's combination which is the abbreviation of the four key elements beginning with letter C-consumer's wants & needs, cost to satisfy wants & needs, convenience to buy and communication.This paper, on the basis of expounding the developing tendency of real estate industry in the Net Era, from the aspects of consumer analysis, market information system establishment and target market selection, argues in detail the new marketing measures a real estate company should take to adapt to the new disciplines and rules. Also put forward are various measures regarding the product, price, distribution and promotion.