Research On Marketing Image Of China Resources Land Chongqing Company

In recent years,the real estate industry is becoming increasingly fierce competition,while the steady growth and inventory policy guidance,the entire industry has entered the stage of re shuffle.Large brands of real estate enterprises,as well as the combination of small and medium enterprises in the real estate industry mergers and acquisitions are entering the elite era.Under the background of the development of the industry,the real estate enterprises to gain a foothold in the market,in addition to continuously enhance their own strength,but also strive to establish a good image in the market,the formation of word of mouth.Real estate marketing is a very important link in the process of real estate development and operation.The marketing image of real estate enterprises is directly related to the enterprise’s popularity and reputation in the market.Therefore,the real estate enterprises to create a good image of the market will become a compulsory course to the elite era.In reference to the basis of other scholars on the real estate marketing image of the relevant literature,this paper considers that the marketing image of real estate enterprises refers to the overall impression and evaluation of real estate enterprises and the public on all aspects of the marketing process.This study to explore the marketing image of real estate elements and understand the public image of the China Resources Land Chongqing company marketing evaluation as the main purpose,on the basis of related research of other scholars,the "China Resources Land Chongqing company marketing image questionnaire" the preliminary questionnaire and software for project analysis,early on questionnaire of exploratory factor analysis and reliability and validity of the test by SPSS statistical analysis,and then established the formal questionnaire.And then to the China Resources Land Chongqing company home and abroad 450 questionnaires issued by the public,the recovery of 393 copies,and the recovery rate were 87.3%.Through the statistical analysis of the survey data,the following results are obtained:(1)From the perspective of real estate marketing links and content perspective,marketing image of real estate is mainly composed of five elements of marketing product image,marketing personnel image,marketing communication image,marketing environment,marketing service image.(2)The internal and external public’s evaluation of the overall marketing image and the image of each dimension in China Resources Land Chongqing Company is in the middle level and there are differences.The internal public evaluation of China Resources Land Chongqing company home marketing image is higher than the external public.In addition,the public evaluation of internal marketing image dimensions as follows: personnel Image > product image > environment image> service image >communication image,external public evaluation of the marketing image of each dimension order: Environmental Image > product image > personnel Image > service image > communication image.(3)The internal public exist differences in age,level of education,Department of evaluation of Chongqing China Resources Land marketing image;the difference of external public exist age education and occupation type,role of evaluation of Chongqing China Resources Land’s marketing image.(4)Marketing product image: evaluation of the public house construction quality,geographical area,greening,landscape is relatively high,but the design of the house apartment layout evaluation is relatively low;marketing personnel image: inside and outside the public evaluation of the marketing staff of the external image is high,low evaluation of the image of the image;marketing communication image: evaluation of media advertising,public relations,marketing channels are low;marketing environment Image: inside and outside the public assessment of the Sales Department of environment is higher,but the evaluation of the model and the site environment is relatively low;marketing service image: inside and outside the public assessment of the service attitude and service mode in general,low evaluation of the quality of service.Through the analysis and discussion of the results of the investigation,a basic understanding of the current situation of Chongqing China Resources Land marketing image and the existing problems,and on this basis,starting from the five elements of real estate marketing image,to Chongqing China Resources Land marketing image and puts forward suggestions and some improvement strategies.This study explores the key elements of real estate marketing image,and developed a good reliability and validity of the real estate marketing imagequestionnaire for real estate enterprises to provide a measurement tool in image tracking and management of its marketing;secondly,the sixth part of this study focuses on Chongqing China Resources Land marketing image and puts forward some suggestions and this is also the strategy to improve,other developers have a certain reference value.