soufun公司网络营销策略研究

发布时间：2018-01-14 15:03

本文关键词：soufun公司网络营销策略研究　出处：《北京建筑大学》2014年硕士论文　论文类型：学位论文

【摘要】：网络营销结合了互联网技术与传统营销,属于电子商务的重要组成部分。随着网络经济时代的到来,房地产领域迎来了房地产网络营销的热潮。房地产网络媒体通过强大的信息服务产品平台,为消费者和产业链平台用户提供高效、便捷、专业的全方位服务。同时房地产网络媒体建立的沟通平台能够为房地产企业加强营销创新服务。 soufun是一家房地产网络营销推广和信息发布平台,其品牌在行业内已享有很高的知名度。随着房地产网络营销的迅速发展,soufun公司目前实施的网络营销策略在现在的房地产网络营销环境中存在一定的缺陷,由于网络品牌策略意识缺乏、产品技术不能满足用户要求、用户体验相对较差等问题,使soufun公司的营销策略不能更好的发挥其网络营销的作用,限制了soufun公司的发展。本文针对这一现象,以现在环境下房地产网络营销市场情况,分析soufun公司目前的网络营销策略现状,提出soufun公司存在的网络营销策略问题,然后提出调整网络营销策略的建议,同时促进soufun公司面对市场环境的变化,能够更好的发展。
[Abstract]:Network marketing combines Internet technology with traditional marketing, which is an important part of electronic commerce. With the advent of the era of network economy. The real estate domain ushered in the real estate network marketing upsurge. The real estate network media through the powerful information service product platform, provides the high efficiency, the convenience for the consumer and the industry chain platform user. At the same time, the communication platform established by the real estate network media can strengthen the marketing innovation service for the real estate enterprises. Soufun is a real estate network marketing promotion and information publishing platform, its brand in the industry has enjoyed a high profile. With the rapid development of real estate network marketing. The network marketing strategy implemented by soufun company has some defects in the current real estate network marketing environment. Because of the lack of awareness of network brand strategy, the product technology can not meet the requirements of users. The relatively poor user experience makes the marketing strategy of soufun company unable to play its role of network marketing, which limits the development of soufun company. In view of this phenomenon, this paper analyzes the current situation of soufun Company's network marketing strategy based on the current situation of real estate network marketing market. This paper puts forward the problem of network marketing strategy in soufun company, and then puts forward some suggestions to adjust the network marketing strategy, at the same time, it can promote soufun company to face the change of market environment and develop better.
【学位授予单位】：北京建筑大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.6;F299.233.4

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