数字时代房地产营销的4P设计

随着信息、通讯和网络技术的发展,传统的市场营销4P理论已不能满足当今客户的需求,为克服传统4P理论的缺陷,运用概念阐释、图表分析、建模等方法,重新设计适应数字时代的房地产营销的4P因素,在信息、网络等现代技术与传统商业模式融合的基础上,建立了以客户为主体的风险、报酬共担的双向营销框架.信息技术、经济、客户等方面不可控因素的忽视是传统营销4P理论误区,考虑不可控因素进行设计,能够弥补缺陷,使营销从产品导向转变为以客户为主体,避免了不可控因素变化带来的资金损失,达到房地产公司与客户的共赢.

Design for 4P of Real Estate Marketing in Digital Age

With the development of the technology of information,communication,internet,the traditional 4P theory of Marketing could not meet the requirement of today＇s customers,in order to overcome the shortcomings of traditional 4P theory,by the concept explaining,chart analysis,modeling,and so on,4P factors about the Real Estate marketing was redesigned adapt to the digital age.On the basis of integration of information,network,other modern technology,and traditional business model,a two-way framework of sharing the customer as the main risks and rewards of marketing was set up.The traditional 4P theory marketing neglects non-controllab factors from information technology,economy,customer,and so on.Considering non-controllable factors to design is able to make up for deficiencies,so that the marketing changed from the orientation of product-oriented to the orientation of customer,and this avoids non-controllable factors leading to financial losses,and achieving a double win situation between Real Estate company and customers.