Innovation-Model-of-the-Real-Estate-Marketing-Stra

996InnovationModeloftheRealEstateMarketingStrategy*RANQingguoAbstract:Withtherapiddevelopmentoftherealestateindustry,realestatemarketisconstantmaturity,realestatemarketingcontinuestomovetoahigherlevel,andrealestatemarketinginnovationhasbecomeakeyfactorofthesurvivalandsustainabledevelopmentofenterprises.Throughanalyzingthedevelopmentandthelimitationsofthetraditionalmarketingtheory,thispaperproposesmarketingstrategyinnovationfromthecustomersatisfaction,differentiation,experiencemarketing,integratedmarketing,relationshipmarketing,networkmarketing,andseveralotheraspects.Atlastthepaperbuildsinnovationmodeloftherealestatemarketingstrategy.Keywords:therealestate,marketingstrategy,traditionalmarketing,innovationmodel.1.INTRODUCTION1Atpresentthesalientfeaturesoftherealestatemarketcanbesummarizedastwowords:highandfast.Ontheonehand,therealestatemarketvacancyrateishigh.AsoftheendofMarch2006,areaofvacantcommodityhousingreached1.23billionsquaremeter,up23.8%，iftheaverage4,000yuanpersquaremetertocalculate,itstotalassetsisapproximately5000billionyuan.ThecurrentvacancyrateofChina'srealestatemarketisfarmorethantheinternationalpoliceline10%，reaches20%even30%.Ontheotherhand,wehaveseenrapidincreasesinhouseprices.BytheendofMarch2006,thesurveyjointlyissuedbyNationalDevelopmentandReformCommissionandtheNationalBureauofStatisticsshowedthat,inFebruary2006,70medium-sizedcitiesnationwidehousingsalespriceofanewyear-on-yearrise6.2%，nationalhousingpricesmaintainedasteadygrowth,70medium-sizedcitieshousingsalespriceroseoverthesameperiodlastyear5.5%.Themajorreasonsare:helpedpurchaseinvestment,structuralimbalance,andaseriouslackofmarketingconcepts.2.TRADITIONALREALESTATEMARKETINGSTRATEGYANDITSDRAWBACKSThepeakoftraditionalmarketingtheoryisfoundedintheUnitedStatesin1960oftheMichiganStateUniversity4Ptheory,marketingistheeffectivecombinationsoffourbasicelements,thatis,Product,Price,Place,Promotion.Thetheoryassumesthataslongasanenterprisehavehigh-qualityproducts,thedevelopmentofareasonableprice,usingtheappropriatedistributionchannelsandsuitablepromotionalmeasures,corporateexpectedmarketingobjectivescanbesuccessfullyachieved.Thetheoryofenterprise-centricimplementedthemarketingfromtheinsideout.Productasthecoremarketingstrategyistheproductasasourceofcompetitiveadvantage,productdevelopment,productmarketshareasthedrivingforceofcorporateprofits,productsasset-oriented,configureavarietyofmarketingresources,toachievethemostexcellentproductportfolioinlimitedresources,toenableenterprisestoachievemaximumprofitinordertoobtainthesustainabledevelopmentofenterprises.Itsmaindrawbacksare:itisnoguaranteethattheproductitselfwillcertainlybeabletomeetthemarketdemand,concernedabouttheprocessofproductmarketing,theindicatorsproductsoflessthanexpectedforthePh.D.,AssociateProfessor,HarbinCommercialUniversity,Harbin,China;150028;PH(86)0451-84892013;Email:[e-mail]*Foundationitem:ResearchProjectofSoftScienceofHeilongjiangProvince(GC07D307)andSupportedbytheNaturalScienceFoundationofHeilongjiangProvince(G200820).Project(LBH-Z08209)SupportedbyHeilongjiangPostdoctoralScience-ResearchFoundation.future,andProductportfoliomanagementtomakebusinessperformanceevaluationresultsofone-sidedness(Bai2006).Inthefaceofharshmarketconditions,realestatecompaniesbegantorethinktheirmarketing,andgraduallyacceptedtheory4C.4Cisthedesireandneedsofconsumers(Consumer),thecostofconsumeraccesssatisfaction(Cost),theconvenienceofconsumerstobuy(Convenience),businessandconsumerseffectivecommunication(Communication).Therealimportanceof4Ctheoryliesinthebehavioralresponsesofconsumers,throughthetwo-waycommunicationofbusinessesandconsumers,theestablishmentofstablelong-termrelationship,toestablishthecompetitiveadvantageofenterprisesandbrandinthemarket.4Ctheorysuggeststhat,inthemarketingmix,product,pricing,marketingchannelsandothervariablesarelikelytobeimitatedbycompetitorstoorsurpass,butonlythevalueofcorporatebrandishardtoreplace,andthatiscloselyrelatedtothedegreeofconsumerrecognition,soenterprisesmustfullyarrangemarketingmixstrategyfortheconsumer'spoint.Thistheoryemphasedonconsumerdemand-oriented,fullaccountofthecostofconsumerswillingtopay,carefortheconvenienceofconsumers,andcommunicatetoconsumers,soastopromotethecombinationbetweenlong-terminterestsofthecommunityandtheeconomicinterestsofbusinesses.In20thcentury90’s,theUnitedStates,Schulzputforward4Rtheory,thatisRelated,Reflect,Relation,Reward,setforththenewmarketingelements,includingtheestablishmentoflinkageswithcustomers,improvingmarketreactionspeed,attentiontorelationshipmarketingandmarketingreturns.Thistheoryisorientedtocompetition,tofocusonrelationshipmarketing,tomaintainthelong-termcooperativerelationsbetweenbusinessandclients.Underthenewsituation,realestatesalesfacenewchallenges,andmarketingstrategyinnovationisimperative.Whenconsumers’choosetolivingnolongerstaysintheemotionalconsumer,whenthemarketdemandshiftsfromemphasisonexperiencelivinglifetothepursuitofhigh-qualityconversion,realestateisontheaccessto“qualityofthewinning”time.Thisrequirestheimplementat