Research On Relationship Marketing Strategy For Upgrading Housing Sales Of Yango Group Co.,ltd.

In recent years,consumers' demands for upgrading houses are more and more strong.Based on this awareness,more and more real estate developers are going to improve housing development and promotion,meanwhile,a lot of real estate enterprises began to realize that the traditional marketing theory is hardly to support the development of new business.They are trying to use relationship marketing theory and method to guide the marketing work of upgrading housing sales,in order to help enterprises to achieve a new round of growth.This paper reviews and summarizes the related theory and model in the field of relationship marketing,analysis the present situation of YANGO real estate management and relationship marketing problems,and from the Angle of the external and internal respectively on the relationship between the YANGO real estate marketing environment is analyzed,through the enterprise carries on the SWOT analysis,preliminary conclusion YANGO real estate the necessity and importance of implementing relationship marketing strategy.First of all,this thesis reviews the development and current situation of YANGO real estate,and generalize the marketing strategy of 3+1+X.Based on the analysis of YANGO sales department development and types of housing,the main problems of YANGO sales department,especially for upgrading housing,could be summarized as: less solid basis for customer relationships because of drawbacks of market investigation,low customer satisfaction because of imprecisely judgment of customers,lack of innovation of relationship marketing,and weak internal relationship marketing management.Meanwhile,this thesis states the effect of these problems on the business development of the enterprise.Besides,the thesis emphasizes the external environment of relationship marketing strategy of YANGO real estate from many different views,such as marketing,political,technical,social and cultural environment,to find out the way to break through the more and more severe marketing environment,which is to rely on the technical innovation on sales behaviors and organizations.Based on the SWOT analysis for upgrading housing,it could be concluded that it is necessary that YANGO real estate is going to step forward to the application of relationship marketing as soon as possible.Finally use six market model theory of relationship marketing tools,the relationship marketing for YANGO's upgrading housing sales could be divided into internal market,clients' market,stakeholders' market,competitors' market,suppliers' market and sub-sales' market.The thesis also analyzes the target clients for each sub-markets based on the characteristics of each markets and current situation of YANGO sales department.Above all,marketing strategy on the relationship marketing of YANGO real estate is well designed,at the same time the implementation of the safeguard measures are put forward from the enterprise culture,human resource management system,products,services and tools,etc.