The Analysis Of Relationship Marketing Of Beijing Premium Real Estate Ltd.

At present,with the normalization of real estate market,it is becoming difficult for real estate companies to make money through speculating。After the land must be sold by auction,Its price is gradually bedding up。As a result, the risk of real estate projects will increase due to the higher construction cost。The competition of real estate market will be more intense in the future。More and more real estate projects are failing because of improper marketing strategies。Therefore, companies must pay more attentions to the marketing strategy study in order to control risks effectively。 Relationship marketing theory was put forward by some northern scholars in 1970's,which was innovated from traditional theories。It was a new theory which was about marketing ideals and marketing acts etc。It was suitable to contemporary enterprises。Since 1980's,relationship marketing theory has been developed and applied comprehensively。However,in China relationship marketing theory was a new theory to a lot of companies。Similarly, relationship marketing theory was new to real estate enterprises。Therefore, it is very applicable to study the application of relationship marketing in real estate market。 Based on the development of Beijing Premium Real Estate Ltd. in Beijing,and combined with the theory of marketing and strategy management, this paper analyzed and verified the strategy of relationship marketing of the company。This paper includes 5 chapters。In the 1st chapter,the theory of relationship marketing is reviewed。In the 2nd chapter,the general situation of Beijing real estate industry and Beijing Premium Real Estate Ltd. are introduced。In the 3rd chapter,the reason and situation of the relationship marketing strategy of the company adopted are analyzed。 In the 4th chapter,this paper analyzes the implementation process of the respect of total value communication strategy,brand construction strategy and customer relationship management strategy。In the 5th chapter,this paper valuates the effect on the implementation of the relationship marketing,and gives some advice to the Chinese real estate companies。...