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|Keywords: ||房地產業;房地產創新行銷策略;電商模式;Real estate industry;Innovative marketing strategies in real estate industry;E-business|
|Issue Date: ||2015-07-30 23:29:31 (UTC+8)|
;Real estate has been a major driver of Chinese economic growth due to rapid economic development and urbanization process in the country. The real estate industry which includes land auction, reinforced concrete, house price, logistics, electricity, and textile has become the biggest source of GDP growth in China. Given the excess supply and less demand in current real estate market, leveraging marketing strategies is more effective in enhancing competitiveness than lowering prices. An innovative marketing strategy involving both the Internet and real estate (hereafter referred to as e-business) is very popular. The importance of e-business is increasingly significant when it comes to real estate marketing. This paper is a case study analyzing the e-business marketing strategies adopted by the case company. The current marketing model in the real estate industry has changed from being product-oriented to service/value-oriented.
This paper provides evidence showing how the case company develops new clients and how it further builds, maintains, broadens, and extends its relationship with home buyers. The findings show that the e-business marketing strategies adopted by the case company exactly conform to the needs of real estate developers. The company also values the management of relationship with home buyers, agents, and real estate developers. These marketing strategies lead to successful operational performance.
A brief conclusion of this paper is stated as follows: 1.It is important to clarify product position of the real estate developers and the real needs of target home buyers. 2. Providing an e-business-integrated marketing model and service platform is necessary. 3. An innovative online-to-offline marketing model solves the problem of homogeneity. 4. Precise service plans and strategies developed for potential home buyers are required. 5. The management of relationship with real estate agents enhances home buyers’ satisfactory and loyalty.
|Appears in Collections:||[高階主管企管（EMBA）碩士班] 博碩士論文|
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