The Research For Customer Value Management In Real Estate Marketing

Customer theory is always the core of marketing theory. From the evelopment of marketing theory, we can see that customer is actually the center of enterprise's campaign. To meet customer's need is the fundamental objective of enterprises. But what is the customer's need, what is the demand of customer, where is the value that customer searches embodies in ? This has undergone a step-by-step process of exploration, enrichment and perfection. With the development of enterprise's practice and the progress of social economy, customer value gradually becomes the object of academic research.Now, the competition in the domestic real estate market is increasingly intense. Only when the real estate developers can analysize the huge market from the customer's perspective, enter the goal market and accomplish with what to do and what not to do ,can they win the market competitiveness .The domestic real estate development has fully proved that customer value is the focal point in the management of the company of real estate marketing, what is more, it is the key and soul. Only by holding the customer's demand fully, and developing the suitable property product of market demand, can the developers obtain the expected repayment after taking the advantage and avoiding the harm. This requires marketing scholars to keep exploring and innovating the customer value theory, so as to make this theoretical branch perfect gradually.This paper has first defined the basic concept of customer value . Via analysis of customer value, it comes to a new definition and construction of the real estate marketing system, and further expands and deepens the research scope .At the same time, it combines the real estate cases closely, and provides suggestions for real estate enterprises to strengthen the market competitiveness.This study used customer value model and the related analysis of value chain as reference. The purpose is to set up an analysis mode that relatively accords with Chinese enterprises on the basis of foreign experiences, and then draw a suitable conclusion for the reform and development of real estate marketing mode in China.