Research On Relationship Marketing Strategy Of Chinese Real Estate Enterprises

In recent years, the national government issued a series of regulatory policy because Chinese real estate market continues to heat up. The real estate market is undergoing a transformation. The process of real estate development has characters of long developing cycling, high transaction value, being concerned with many interest entities, being affected by a lot of marketing actors. It remains the key point that how to organize the enterprise's internal and external resources to provide high-quality products and services, to improve customer satisfaction and to achieve profit targets at the same time. With real estate changing from a seller's market to a buyer's market, an increasing number of real estate firms have started to use relationship marketing means to improve corporate profitability and visibility, enhance customer loyalty and increase market share.This paper reviews the concept and content of relationship marketing. Then do qualitative research on the characters of Chinese real estate market and relationship involved in real estate development using systematic method. Explain the necessity of implementing relationship marketing on real estate enterprises. It is the key point to coordinate and optimize the interest entities, which may influence real estate development. With the six-market model of relationship marketing theory, this paper analyzed the marketing strategies and implementation methods which could be taken in the employee market, customer market, referral market, competitor market, supplier market and distributor market by real estate enterprises. Complete case analysis on some examples both on the level of overall of the company and the level of some specific projects of the leading real estate company-Vanke Company in China. Summarize Vanke's relationship marketing strategies and make relevant recommendations in order to provide reference for the majority of Chinese real estate enterprises.