The Research Of Service Marketing Strategy For Changsha West Lake Real Estate Company

Since China’s urban housing system reform from the end of last century, realestate industry has become one of the major pillar industries in national economy,playing a leading role in the development of national economy. Meanwhile, againstthe background of depressed domestic consumption and unprecedentedmacroeconomic regulation, real estate enterprises are changing the focus of theircompetition from production competition, resource competition and price competitionto brand competition and service competition.Taking Changsha West Lake Real Estate Company as the research object, thispaper aims to the suitable service marketing strategy for Changsha West Lake RealEstate Company under the guidance of raising, analyzing and solving problems,employing the research methods of normative and empirical research, and qualitativeand quantitative analysis.First, this paper sorts out relative literature concerning estate marketing andservice marketing, thus lays the theoretical basis for the whole study. Then, based onthe analysis of marketing environment and present marketing condition of West LakeReal Estate Company, this paper elaborates on the applicability and feasibility ofservice marketing. Based on the SWOT analysis of external and internal environmentof Changsha West Lake Real Estate Company, and the application of quantitativestrategy and matrix theory, this paper points out that the optimal marketing choice forthis company is differentiation competition strategy. Thus it further expatiates on thepractical service marketing strategy from products, price, place, promotion, personnel,physical evidence and process of service. In the end, this paper proposes a guaranteemechanism of service marketing for Changsha West Lake Real Estate Company fromthe perspectives of updating marketing concept, fostering enterprise culture,optimizing organizational structure, regarding staff training, and perfecting incentivemechanism.This paper is a tentative study of applying service marketing to real estateenterprises. Based on the case study of service marketing strategy for specific estatecompany, it is hoped that this paper would be beneficial and instructive to exploringthe reform of housing market strategies and modes, thus to promote the applicationand popularity of service marketing in China’s real estate industry.