论口碑营销在房地产销售中的应用  

The Study of Customer Word-of-Mouth Applying in Real Estate Marketing Based on the Subprime Lending Crisis

作　　者：蒋玉石[1] 倪铃洁[2] 周嘉南[1] 

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]西南交通大学成人教育学院,四川成都610031

出　　处：《西南交通大学学报（社会科学版）》2009年第3期80-84,共5页Journal of Southwest Jiaotong University(Social Sciences)

基　　金：国家自然科学基金项目(70801051);西南交通大学"希望之星";青年教师科研启动资金项目

摘　　要：随着国内房地产市场的日益成熟以及受美国次贷危机的冲击,中国房地产企业传统的营销模式必须创新以赢得购房顾客。口碑营销通过购房者之间的交叉互动,诉诸于情感,所以其传播的信息具有更高的可信度;良好口碑是房地产企业重要的无形资产,有利于其稳健经营和提升盈利能力。根据房地产产品的属性,房地产企业可从九个方面采取相应的口碑营销策略以同购房者建立良好的关系,满足其需求,使其满意,赢得他们的忠诚和正向口碑,从而提升企业知名度和品牌形象。Suffering from the subprime lending crisis, the anticipating income of Chinese residents are descending and the consumption expends are decreasing too, thus it makes an obvious impact on Chinese economy, including the real estate industry. Firstly, this article analyzes several familiar marketing patterns of the real estate and defines one of the innovating tools of real estate marketing - WOM marketing. Secondly, this paper expatiates the traits of the real estate WOM marketing and puts forward the corporations of real estate should make the best of immaterial WOM marketing channel. Thirdly, this paper suggests that the corporations of real estate may take some feasible marketing measures from nine aspects and establish favorable relation with customers. The corporations of real estate, by satisfying customer＇s needs, winning their loyalty and positive WOM, can improve brand images, and walk out the marketing scrapes.

关 键 词：口碑营销 房地产营销 房地产企业 客户关系理论 次贷危机 

分 类 号：F293.35[经济管理—国民经济]