Study On Strategies Of Real Estate Marketing Based On Customer Value Theory

After the nearly 20 years'development, real estate market in China is unceasingly mature, and the competition intensifies day by day. The market gradually transforms by the seller market into the buyer market. Facing keen competition, the real estate marketing question becomes more and more important.The modern marketing theory takes the customer benefit as the center of marketing activities, and considers providing the service for the customer and creating the customer value is the starting point and the home to return to of the enterprise's management. The customer value is considered as the new origin of enterprise's competitive advantage. This paper introduces the customer value theory to the field of real estate marketing. It is hoped that the practical introduction can be made through the deep analysis of connotation of the customer value theory and the study of the real estate industry's characteristic and the marketing process.Based on the theories of customer value and value chain, the paper conducts the research from the angle of customer's expending process. Combining the characteristic of the real estate product, the method of system analysis is used. First,through the data analysis about construction completion quantity and the sales volume of real estate market in recent years in China, the conclusion that the accumulation disparity gradually enlarges between the two is drew. This has manifested the importance of the real estate marketing。After that, the basic theories of the paper -- customer value theory, the value chain theory, have been introduced systematically. And the summary narration has carried on to it. Then the paper analyzes the characteristic of real estate product and the feasibility of applying customer value theory in the real estate industry. Based on the analysis method of customer's expending process and with the reference of the analytic methods of value chain, the value essential factors of customer value chain in real estate are given, and the model of customer value chain in real estate is constructed. Based on this model, the paper suggests the strategies of promoting customer value in real estate marketing. Finally, through the analysis of a case,...