Contents
Abstract...i
摘要ii
Chapter One Introduction...1
1.1 Research Background...1
1.2 Significance of the Research1
1.3 Frame of the Research..2
Chapter Two Literature Review..4
2.1 Real Estate Marketing..4
2.1.1 Summary of Marketing.4
2.1.2 Summary of Real Estate Marketing..4
2.2 Real Estate Marketing Strategy5
2.2.1Summary of Real Estate Marketing Strategy.5
2.2.2 Literature Review..5
Chapter Three Methodology...7
3.1 Investigation.7
3.2 Case Study7
3.2.1 Definition of SWOTAnalysis...7
3.2.2 Characteristic of SWOTAnalysis.7
Chapter Four Research Results and Analysis.9
4.1 Introduction of Longfor Real Estate.9
4.2 SWOTAnalysis of Longfor Real Estate ...10
4.2.1 Strengths..10
4.2.2 Weaknesses..11
4.2.3 Opportunities...11
4.2.4 Threats.12
4.3 Special Marketing Strategy12
4.3.1 Product Patterned Marketing Strategy.12
4.3.2 Experiential Marketing Strategy..13
4.3.3 Advertising Marketing Strategy...14
4.3.4 Public Relation Marketing Strategy14
4.4 Innovation of Real Estate Marketing Strategy...15
4.4.1 Brand Marketing.15
4.4.2 Humanity Marketing...16
4.4.3 Green Marketing.16
4.4.4 Service Marketing...17
Chapter Five Conclusion..18
Reference..20
On the Marketing Strategy of Real Estate Enterprise--TakingLongfor Real Estate Co.Ltd. as an ExampleChapter One Introduction