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《Journal of Taiyuan Normal University(Natural Science Edition)》 2018-01
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Research on Marketing Strategy of Real Estate Enterprises Based on Consumer Purchase Behavior

WANG Liping;LI Ru;Department of Management,Taiyuan Normal University;  
China's real estate industry has entered into the consumer-oriented rational consumer era,so the real estate business should be from the perspective of consumer purchase behavior to consider the formulation and implementation of marketing strategies.This paper analyzes the factors such as the macro influencing factors,the real estate developers' factors,the consumer factors and the housing characteristics factors which affect the purchase behavior of consumers,and analyzes the relationship between the influencing factors and the marketing strategies.This paper analyzes the marketing strategy of Vanke City by analyzing the relevant data of consumers' purchase behavior in the questionnaire survey of sales department in Taiyuan City,hoping to provide reference for real estate marketing.
【CateGory Index】: F274;F299.233.4;F713.55
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