Research On "Old - Band New" Strategy Of LN Company Based On Customer Consumption Behavior

On March 1 in 2015, the real estate registration system of national unity began to implement. Real estate tax transferred from trading links to tenure link gradually. The policy signals revealed that the real estate industry from ten years of rapid development to a stable growth. In 2014 China’s real estate enterprise assets has tend to diversification, Light assets, Longitudinal development. Real estate marketing began to gradually explore various mobile Internet tools, such as online purchase, online national marketing, WeChat marketing, property APP, etc.In this context, the LN company in 2015, put forward the objectives of leapfrog development, To adapt to the rapidly changing industrial environment, Internal reforming of state-owned enterprises style and ideology, organization structure, enterprise culture. For LN company XC project, In order to achieve the objectives, Traditional way of the accumulation of customer promotion and marketing way already can not meet the needs of marketing.In this paper, the main idea is: On the basis of theoretical analysis, The current “Old customers recommend new customer”policy system is analyzed, Then combining the theory of consumer behavior, Under the new era through the questionnaire survey to understand the new and old customers the main factors that influence the decision-making process, To perfect and improve the existing“Old customers recommend new customer” policy system to provide practical basis.Concrete structure is as follows: Chapter 1 clear research questions and research ideas; Chapter 2 to collect the definition of consumer behavior, consumer decision making process, the factors influencing consumer decision-making, marketing, and the theory of real estate marketing by the method of literature review; Chapter 3 and 4, introduces the marketing present situation and the challenges of the LN company XC project; the current “Old customers recommend new customer”strategy system were summarized, and analyzed the existing problems and causes by the method of describe analysis; Chapter 5 based on 120 groups of LN company of new and old customers questionnaire, for new customer decision process and decision factors, old customers recommend behavior and group characteristics and so on are analyzed by the method of questionnaire investigation; Based on this analysis, chapter 6 of the current“Old customers recommend new customer” strategy put forward the perfect proposal.