Real Estate Marketing (Capital University of Economics and Business)

Author: Ye Jianping
Publisher:
Publish Date: 2001-05-01
Features: Real estate marketing is the developer's comprehensive and whole-process conscious behavior to adapt to market demands. It consists of market research, plan formulation, overall architectural design, price positioning, advertising, intermediary services, after-sales service, and information feedback. It requires developers to understand the market and customer needs, produce products based on customer needs, so that the products they produce can be accepted by the market. However, due to the heterogeneity, scarcity, and fixed location characteristics of real estate products, which differ from the characteristics of general commodities, its marketing methods are more complex and challenging. At the same time, the development of online marketing has provided real estate enterprises with a new operational space. It not only affects the marketing of real estate enterprises but also impacts their content management, operational processes, and even the real estate products themselves. The author of this book applies basic marketing theories, combines the characteristics of the real estate industry, and links the actual situation of China's real estate market to conduct a comprehensive and systematic analysis and discussion of the basic laws and marketing methods of real estate marketing, especially the real estate marketing in the era of the internet. The book combines theoretical elaboration with empirical analysis, making it easier for readers to apply it to practice. The main contents of this book include: real estate market research, real estate market segmentation, product positioning, real estate marketing strategies, and real estate marketing in the era of the internet.