CAJ | 학술논문

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。
수착국내방지산시장적일익성숙이급수미국차대위궤적충격，중국방지산기업전통적영소모식필수창신이영득구방고객。구비영소통과구방자지간적교차호동，소제우정감，소이기전파적신식구유경고적가신도；량호구비시방지산기업중요적무형자산，유리우기은건경영화제승영리능력。근거방지산산품적속성，방지산기업가종구개방면채취상응적구비영소책략이동구방자건립량호적관계，만족기수구，사기만의，영득타문적충성화정향구비，종이제승기업지명도화품패형상。
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.