The Research Of Relationship Marketing Strategy Of Anshan Wanke Real Estate Company

Relationship marketing is a new trend in recent years, the differences between the traditional marketing and the relationship marketing are as below: traditional marketing believes that in order to improve the product sales, the enterprise can take advantage of the internal controllable factor, and can only make the positive dynamic reflection to external factor which is out of control; The relational marketing emphasizes that the marketing activity should build up the reliable and mutual relationship with all the factors involved, not only wins over the customer to make the transaction (recognize and establish relationship), but also the enterprise should maintain and consolidate the current relationship.This article profits from the thought of relationship marketing, carries on the thorough analysis to Anshan WanKe real estate company's marketing status, and has discovered the question and the insufficiency under the view of relationship marketing.About the lay of staff relationship, Anshan WanKe branch has the big similarity with headquarters, which displays for the scientific management, the staff self improvement and innovation, as well as the unique enterprise culture, but simultaneously the rapid rise of the management cost, the phenomenon that the management level adulate to the organization investor's in order to get finance support.Above the customer relationship lay, Anshan WanKe has made very careful customer segments and has divided the market into five big segments: the society new sharp, the hopes that a child will grow up to be successful, the health cares for the aged, rich family and the economical practical family. Each segment of customer defers to the five dimensions separately: house characteristic demand, the house value, the buying motive, the family value, the life style. The description analysis is profound and comprehensive. However, the analysis about the customer satisfaction shows that there are some shortage about the staff professional ability and the sales materials.To the lay of the competitor relationship, this article choose the eight most typical real restate task project, like the Saint·Versailles and so on, and introduces the product specifically, finally has carried on the SWOT analysis to golden color homelands;About the affecter, this article analyzes from the two aspects of the land and the fund. To Anshan urban district land price, the turnover and so on, the writer found out that in the current situation the WanKe's decision about no store of land and only developing the rich area may not be proper.This article has the brought out suggestion in view of the above five lays on the staff relationship, the customer relationship, the competitor relationship and the affecter relationship.The writer declares that relationship marketing not only suits in the common enterprise, but also is suitable for the real estate enterprise; there is some difference when considering benefit involver. The writer hopes this article can provide reference to the real estate company to upgrade the marketing competitive ability and improve the sales.