Title page for etd-0802113-152654


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URN etd-0802113-152654
Author Chung-Chieh Hsieh
Author's Email Address No Public.
Statistics This thesis had been viewed 5351 times. Download 0 times.
Department Communications Management
Year 2012
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Marketing Research of Real Estate:
Relationship Marketing For Yao-Qun Advertising Company-
Take “Green Building” For Example
Date of Defense 2013-07-15
Page Count 100
Keyword
  • Relationship Marketing
  • Real Estate
  • Marketing Research
  • Abstract The real estate industry in recent decades Taiwan's economic development, has always played an important role as the locomotive, and also led to the rapid development of related industries. However in recent years with the economic downturn, global inflation and the real estate market has long multiple factors such as excess supply, real estate profits has decreased. In today's real estate market, if we can create a marketability product with a good marketing strategy, building brand loyalty, it will be able to obtain consumers’ good graces in a number of homogenous goods, stand out in a market downturn, and has a long-term competitive advantages, to achieve sustainable operation.
    “Relationship Marketing” has been one of the most popular marketing tendencies since the early 90s. As times are changed, however, the non-interaction's marketing pattern has gradually declined, and so has the “Relationship Marketing”. Customer service has been emphasized to understand the customers’ demand to develop and maintain long-lasting relationships with customers, and consequently better marketing patterns for business have developed.
    This research will analyze the case of ” Yao-Qun Advertising Company”, a professional real estate advertising sales company, whose goal is to try to explore how the real estate industry building establish good relationship with suppliers, distributors, and consumers, to compete successfully in the market.
    This research discovered:
    1. This case use relationship marketing strategy to do real estate business.
    2. Real estate industry is suitable for relationship marketing strategy.
    There are relationship marketing strategies of this case:
    1. To operate a win-win and mutually beneficial long-term partnership.
    2. To adopt differentiation marketing strategies.
    3. To provide professional knowledge services.
    4. Brand building.
    These marketing strategies could be recommended to the cases:
    1. To strengthen relationship marketing expertise for the marketing personnel.
    2. Using Internet relationship marketing to improve marketing efficiency.
    Advisory Committee
  • Cheng-Nan Hou - chair
  • Hong-jin Hsiao - co-chair
  • Chingning Wang - advisor
  • Files
  • etd-0802113-152654.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2013-09-02

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