The Study About Humanistic Marketing In Real Estate

Having experienced up and down during the past 20 years, the real estate in China become more mature. It means more cruel competition and more highly-samed products. The real estate developers have to face more challenges of developing theory, product design, marketing promotion and management innovation. At the sametime, the real estate consumption of city people also become mature. They need not only good product, good price and good location, but also living culture and spirit satisfaction. Those dreams hide in people's heart and wait for developers to explore and cultivate. On one hand, it will make developers more competitive, and on the other hand, it also respect humans living nature and is helpful to promote people's living quality.The thesis consists 4 chapters. In chapter 1, the thesis analyzed the process of marketing theory and the significence of the combination of humanism and marketing. In chapter 2, the thesis particularly analyzed three important concepts of living culture and their value to marketing practice. In chapter 3, the thesis analyzed many wrong marketing operations and predicted the direction of living culture in futare. In chapter 4, thd thesis offered systematic suggestions to humanistic marketing. The system consists 4 parts: constructure culture, enviroment culture, social living culture and brand culture.Follow the lasting development of China's economy and pursuing untiringly to life quality of people, we believe that humanistic marketing will be another important step during the progress of China's real estate.