Abstract
ABSTRACTPurpose. This paper mainly explores the role of marketing expenditure in China's real estate sales revenue, and determines the role of marketing expenditure on real estate sales revenue by analyzing intermediary variables such as brand awareness, Customer perceived satisfaction and residential market segmentation.
Theoretical Framework. The theoretical framework of this study is based on the Resource-Based View.
Methodology. The object of this study is 441 sales representatives of real estate in China. Participants answered a 25-item questionnaire assessing the role of marketing spending in real estate sales revenue in China.
Findings. A review of quantitative and quality data from 441 real estate sales representatives showed that an increase in marketing spend led to an increase in mediating variables such as brand awareness, customer satisfaction, and perceived value for money for high-quality homes, thereby increasing sales revenue.
Conclusions and Recommendations. The research data support the conclusion that the increase of marketing expenditure can affect the increase of sales income through the change of relevant intermediary variables. However, among the intermediary variables of residential market segment, the perception of cost performance of high-quality housing and just-needed housing has different effects on sales income. It is suggested that further research should be carried out to explore the dynamic matching model of marketing expenditure and effect, quantify the hidden influence of relevant variables on consumer decision making, study the application of AI in dynamic pricing and personalized recommendation, and build a dynamic panel data model by incorporating macroeconomic variables.