A房地产公司电子商务营销策略研究

发布时间：2018-01-29 06:10

本文关键词： 房地产公司电子商务营销策略　出处：《广东财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：作为我国经济发展的重要支柱,房地产行业近年来发展非常迅速,并且在一段时间内形成了发展热潮。国家为扶持房地产行业的健康发展,抑制因投机性炒房行为导致房地产市场过热的现象,出台了多种宏观调控手段,对房地产市场进行整顿。经过一段时间的调控,房地产行业发展速度逐渐减慢,资金回笼速度大大降低,一些地方的商品房库存较高,开发商急需探索一种高效的营销手段来突破这种困境。2015年我国电子商务交易规模已突破18万亿元,电子商务逐渐走入人们的生活并受到人们的喜爱,人们的购物习惯也受到影响发生了巨大的变化,人们足不出户即可在网上买到丰富的商品,十分的便利。在这样的背景下,一些有远见的房地产开发商看到了发展电子商务的广阔前景并勇敢的进行了尝试,希望能够突破当前的营销困境,实现房地产公司的可持续发展。在新形势下,A房地产公司要思考改变营销策略以应对低迷的市场环境。本文依据房地产电子商务发展的趋势,针对房地产企业A公司的发展现状,提出了符合A公司自身实际情况的电子商务营销策略。首先,从文献资料中获得电子商务的研究状况,依据房地产电子商务的发展状况、应用状况,学习一些房地产企业电子商务营销的成功经验。其次,充分剖析了A房地产公司电子商务营销的宏观和微观环境,以及对比了当前的房地产市场状况,利用SWOT矩阵分析,总结出A房地产公司在电子商务营销过程中的优势、劣势、机会和威胁。最后,针对当前A公司房地产电子商务营销的实际状况,明确了该公司电子商务营销策略的目标与对象,从五个方面提出了公司电子商务营销策略实施的具体内容,即打造房企特色品牌形象,加强与第三方电商平台的合作;推进关联营销;推进关系营销;推进反应营销;注重线上营销与线下营销的融合。通过电子商务营销策略方案的有效布局,帮助A房地产公司树立新的电子商务营销理念,带动A房地产公司实现电子商务线上与线下营销的融合。
[Abstract]:As an important pillar of China's economic development, the real estate industry has developed very rapidly in recent years, and has formed a development upsurge in a period of time. The country supports the healthy development of the real estate industry. In order to curb the phenomenon of real estate market overheating caused by speculative property speculation, a variety of macro-control measures were introduced to rectify the real estate market. After a period of regulation and control, the development of the real estate industry slowed down gradually. The speed of the return of funds has been greatly reduced, and the stock of commercial housing is relatively high in some places. Developers urgently need to explore an efficient marketing means to break through this dilemma. In 2015, the scale of e-commerce transactions in China has exceeded 18 tillion yuan, e-commerce has gradually entered people's lives and been loved by people. People's shopping habits have also been affected by tremendous changes, people can not leave home to buy a wealth of goods online, very convenient. In such a context. Some far-sighted real estate developers have seen the broad prospects of the development of e-commerce and have tried bravely, hoping to break through the current marketing dilemma, to achieve the sustainable development of real estate companies in the new situation. A real estate company should think about changing the marketing strategy to cope with the depressed market environment. According to the trend of the development of real estate e-commerce, this paper aims at the development status of A real estate company. Put forward the E-commerce marketing strategy in line with the actual situation of company A. first, from the literature to obtain the status of e-commerce research, according to the development of e-commerce in real estate, the status of application. Learn some successful experience of E-commerce marketing in real estate enterprises. Secondly, analyze the macro and micro environment of E-commerce marketing of A real estate company, and compare the current situation of real estate market. Using SWOT matrix analysis, summed up A real estate company in the process of e-commerce marketing strengths, weaknesses, opportunities and threats. Finally, in view of the current A company real estate e-commerce marketing actual situation. This paper clarifies the target and object of the company's e-commerce marketing strategy, and puts forward the concrete contents of the implementation of the company's e-commerce marketing strategy from five aspects, that is, to create the characteristic brand image of the house and enterprise. Strengthening cooperation with third-party e-commerce platforms; Promoting the related marketing; Promoting relationship marketing; Promoting reaction marketing; Pay attention to the integration of online marketing and offline marketing. Through the effective layout of e-commerce marketing strategy, help A real estate company to set up a new E-commerce marketing concept. Drive A real estate company to achieve e-commerce online and off-line marketing integration.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F724.6;F274

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