Dissertation > Economic > Economic planning and management > Urban and municipal economy > Urban Economics and Management > The real estate economy

An Research on the Conceptual Marketing of the Real Estate

Author YangYang
Tutor ZuoYanYan
School Jiangxi University of Finance
Course Management of National Economy
Keywords Marketing idea Conceptual marketing Consumer behavior and mentality Market positioning Product quality
CLC F293.3
Type Master's thesis
Year 2006
Downloads 687
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Real estate plays a large important role in national economy. With the development of Real estate marketing, it creates the qualification that accelerates the circulation of real estate. Conceptual marketing is an integral marketing pattern in new era. The aim of conceptual marketing is to make consumer be impressed with new products and enterprises, establishing function concept, feature concept, brand concept, visualizing concept, service concept to enhance the competing strength of enterprises. Conceptual marketing is a sort of marketing means, its emergence conforms to development rule of market economy, and it is essentially different from "concept boast". Confronting with the doubt of consumer and media, Scholar each airs his own views, so the study of this problem is actually significant to real estate enterprises and consumers.In 90th 20 century, the introduction of 4P conventional marketing concept makes the Real estate marketing combination theory achieve innovation. Marketing strategy combination that is based on 4C enlarges the original marketing strategy. The start of marketing concept is always client; enterprises and clients confer with each other constantly. In the view of demand of market and society, combination marketing seems to be increasingly important, and the advantage of concept marketing becomes prominent.In the condition of modern market economy, the demand of residential consume is complicated and change so fast, study market demand, mentality and behavior of consumers, if we want to understand the feature and direction of the whole market, we need analyze synthetically on this condition, establish clear and exact market orientation to extract proper marketing concept. The integral conceptual marketing is processes that include "idea—notion—concept—new concept".In the process putting Real estate conceptual marketing into practice, the market positioning strategy is precondition of the best-selling estate, also is an important way to further develop the Real estate enterprise market. Promoting the concept from the explicit market subdividing, the enough market research, the good image of brand and the true product quality, can safeguard the market positioning accurate and cause the Real estate marketing to obtain the success. Promoting the product subject concept must

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