Evolutionary Logic and Theoretical Construction of Real Estate Marketing Strategies under Digital Transformation
DOI:
https://doi.org/10.71222/p9seks64Keywords:
real estate marketing, digital transformation, big data, customer-centric strategies, strategic evolutionAbstract
This paper examines the evolutionary logic of real estate marketing strategies under the backdrop of digital transformation. The study investigates how technological advancements, including big data, artificial intelligence (AI), virtual reality (VR), and the Internet of Things (IoT), are reshaping traditional marketing models in the real estate sector. By transitioning from product-centric approaches to customer-centric strategies, real estate enterprises are adopting innovative digital tools to enhance consumer engagement, personalize marketing efforts, and optimize business operations. Through a review of existing literature and a theoretical framework based on dynamic capabilities and service-dominant logic, the paper develops a conceptual model to guide real estate marketing strategies in the digital age. Key findings suggest that digital transformation is a crucial driver of strategic evolution in real estate marketing, with significant implications for both academic research and practical applications. The study also identifies several areas for future research, including the role of emerging technologies, consumer behavior, and organizational challenges in digital marketing adoption.
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