Study On Real Estate Marketing Mix Mode Basing On The Service Marketing Theory

From 1990s, real estate industry made a great progress, and it became a pole industry of China national economy. With real estate industry maturing and market corcpete becoming drastic, developers need new means to increase its core competence that include real estate marketing.The establish of real estate marketing concept and the using of kinds of marketing means are the symbol of real estate industry flourish. Entering new century, customers of China have stronger payment ability, and its market demand becomes higher and higher, such as service become new competence focus instead of quality and price of real estate. The change of environment result in that real estate industry must market real estate from new angle.After looking back the research papers on real estate marketing, the paper think that theory foundation of China real estate is tangible product marketing theory. Because not considering the service characters of real estate product, the real estate marketing mix mode basing on tangible product marketing theory can' t resolve the special effect which real estate intangibility brings to customer, can' t resolve the quality management problems which customers face along their purchase and consumption process. For adapting the change ofenvironment, we should use the service marketing theory to guide the theory research and application of real estate marketing.Basing the service marketing theory, paper thinks that the real estate marketing mix tactic should include product tactic, price tactic, place tactic, communication tactic, physical evidence tactic, people tactic and process tactic, which is 6P1C mode. Subsequently, paper researches some sub-modes of 6P1C mode. Applied in the marketing of Hollywood Plaza project, 6P1C mode resolved the problems effectively which the intangibility of real estate product brings to real estate marketing, and resolved the quality management problems which customers face along their purchase and consumption process. So, Hollywood Plaza project acquired a good market performance and get a good project brand. The application success of 6P1C mode indicates that the mode can adapt the change of China real estate market environment. So, the paper made a new explore for real estate marketing theory research. ,...