||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.