Research On Financial Crisis Circumstances Real Estate Enterprise Relationship Marketing

The sub-loan crisis impact to the global financial is flooding, it also affects the Chinese economic order. The Chinese economy has been fluctuations in international oil prices, global economic slowdown, the Renminbi exchange rate and other international factors such as the economic development of their own over-heated, natural disasters and inflation. Financial crisis attacking, no doubt made in China's economic situation even worse. Under the current financial crisis situation, Chinese real estate industry how to find opportunity and how to obtain greater development is the question every real estate enterprises must face.Relationship marketing were developed by the traditional marketing. It was the large number of companies with marketing concept, marketing ideas, marketing analysis, which are summing up a new theory of marketing. Relationship marketing entirely breakthrough enterprise relationship with consumers, and extended to suppliers, brokers and other enterprises directly or indirectly linked to community groups, government departments and individuals and so on. Relationship marketing theory make enterprise exposure in a socio-economic marketing environment, which corporate marketing of consumers, competitors, suppliers, distributors, government agencies and social organizations and many other aspects of the process of interaction, the correct treatment of these individuals or companies and organizations are the core of corporate marketing, is the key to business success or failure.Relationship marketing fit the modern enterprise marketing activities, emphasizing the stability of enterprises should set up a good partnership in pursuit of its stakeholders to maximize the benefits for enterprises to bring long-term financial performance. Because of global economic integration and business competition, relationship marketing has become the 21st century important marketing theory, one of the guiding ideology. Therefore, how to organize the enterprise's internal and external resources to provide the market with high-quality products and services, in achieving the objectives of corporate profits at the same time, and ultimately improve customer satisfaction, has become the core concern of real estate questions.In this paper, relationship marketing theory and real estate development as the background, combined with marketing and strategic management of the general theory, the real estate business relationship marketing strategy analysis and empirical research.Financial crisis in the real estate business under the guidance of the Government to actively deal with the new macro-control policies, as well as changes in the housing market and the new situation, to focus on improving product quality to enhance brand image and reduce the cost of doing business, if the real estate business at this time the implementation of relationship marketing can more easily and more deeply felt and recognized by customers. Financial crisis in funding under the influence of pressure on the real estate business can be provided through the alliance and to meet the diversified needs of customers and services, and promote the development of real estate market and healthy competition.By the financial crisis, China's real estate market of consumers waiting to see a serious macro news, real estate enterprises are facing enormous financial pressure on an area of significant increase in vacant housing. Although the Chinese real estate enterprises have realized the importance of relationship marketing, and some real estate companies have established departments to take appropriate marketing steps, but the use of relationship marketing in the process there are still many problems, such as misinterpretation of the relationship marketing the relationship between real estate companies hindered the implementation of marketing, referring to relationship marketing, people will immediately think that through the "Sino-Latin American relations, through the back door" to carry out marketing activities; The real estate industry's credit crisis brought about by the resistance to carry out relationship marketing; the quality of products with low real estate prices high; CRM application errors and so on exist. To address this situation, the real estate industry should control prices and quality products to provide consumers with cost-effective products; to enhance the level of customer relations, to explore the potential value of customers; the organizational structure to establish a rational relationship between the protection of internal marketing; importance and competition cooperation, the establishment of strategic alliances; to meet the Government and the public values, commitment to social responsibility, do a good job in public welfare activities, and actively improve their level of relationship marketing to enhance their economic efficiency and market competitiveness, thereby stimulating the healthy development of the industry as a whole.