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Shenyang Wanke Real Estate Company Relationship Marketing Strategy

Author: LiMingChao
Tutor: YuJinHua
School: Liaoning University
Course: Business management
Keywords: Relationship Marketing Real estate Relationship Tactics
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 272
Quote: 0
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Abstract


Marketing in recent years , a new development is relationship marketing , relationship marketing and the marketing of the greatest difference is : internal controllable factors companies use marketing essence , this is the point of view of the theory of traditional marketing . Product sales process by dynamically reflect external uncontrollable factors ; established the cooperative relationship involving the mutual trust of the parties ( generalized relationship marketing thought ) relationship marketing emphasis marketing activities , strive for customer and transaction creation ( identify and build relationships ) , focusing on the maintenance and consolidation of the existing relationship is the most important . Not only the general business for relationship marketing , real estate companies is more suitable relationship marketing . However , selected elements of both stakeholders . Vanke real estate relationship marketing strategy implementation -specific advice and program design , not only conducive to the long-term development of the Shenyang Vanke Co. , better marketing strategy point of view and recommendations for other real estate companies , so that the real estate to form a good relationship with customers , and promote the healthy and stable real estate development . Firstly, learn the theory of relationship marketing theory thinking and real estate relationship marketing strategy , in-depth analysis of the current situation and problems of Shenyang Vanke real estate company's marketing strategy , identify the problems and shortcomings of the current status of company marketing strategies exist , and design relationship marketing strategy for the problem , at the same time of the relationship between groups of Vanke relationship marketing strategy recommendations . In this paper, from the customer's point of view on the current marketing strategy of the status quo analysis and propose solutions design , questionnaire survey results , analysis of of Shenyang urban land prices , trading volume , Vanke 's performance and price data contrast , found that the current situation in Shenyang Vanke marketing strategy of the status quo , there are shortcomings and problems . Finally , for each relationship groups targeted relationship marketing strategy recommendations .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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