房地产企业网络营销绩效评价研究

发布时间：2018-07-04 22:02

本文选题：网络营销 + 绩效评价　；参考：《重庆大学》2013年硕士论文

【摘要】：跨入21世纪，互联网和电子信息技术飞速发展，数字化和网络化成为这个时代的符号，以互联网技术为基础的科技革命极大地改变了企业的营销活动，网络营销成为企业开展营销活动的重要方式。对房地产企业来说，随着房地产行业发展成熟化，房地产企业之间的竞争变得激烈化，其营销理念也从关注企业的立场转化为关注客户的立场，网络营销作为一种新的营销方式，实现了企业与客户间的快捷交互式的沟通，满足客户的个性化需求，房地产企业开始注重网络营销。但是在企业开展网络营销的时候，没有合理、科学的指标和方法来对房地产企业网络营销的绩效进行评价，企业无法分析网络营销活动的优缺点，不能及时调整企业的营销活动，并且正确的决策未来的营销活动。为了总结和改善房地产企业网络营销的效果，首先，，本文从网络营销的概念出发，对网络营销的基本理论进行阐叙，对比分析了网络营销与传统营销、网上销售等的不同，总结了网路营销的特点。其次，分析了网络营销绩效评价的内涵和基本方法，为房地产企业网络营销绩效评价奠定基础。再次，对房地产企业开展网络营销的现状、特点、目标和问题进行分析，总结了房地产企业开展网络营销的常用的方式，例如电子邮件的方式、网络广告、微博营销等，并且进一步研究了这些方式在房地产的营销活动中具体应用。最后，基于其他学者对网络营销绩效评价的研究文献综述，提炼出网络营销绩效评价的指标体系,根据前面对房地产网络营销使用现状及特点的分析,选择适合房地产企业网络营销的绩效评价的指标，建立房地产企业网络营销绩效评价指标体系。最后使用了层次分析法和灰色关联度分析法对房地产网络营销绩效进行综合评价，并以Z公司为具体的案例进行了说明。本文不仅提供了适合我国房地产企业网络营销绩效评价指标体系和方法，同时通过对评价过程的展示和评价结果的分析，分析了房地产企业开展网络营销需要改进的地方，为房地产企业更好的开展网络营销提供决策参考。
[Abstract]:In the 21st century, with the rapid development of Internet and electronic information technology, digitization and networking have become the symbol of this era. The technological revolution based on Internet technology has greatly changed the marketing activities of enterprises. Network marketing has become an important way for enterprises to carry out marketing activities. For real estate enterprises, with the development and maturity of the real estate industry, the competition among real estate enterprises becomes more intense, and the marketing concept of the real estate enterprises also changes from the position of paying attention to the enterprises to the position of paying attention to the customers. As a new marketing method, network marketing realizes the quick and interactive communication between enterprises and customers, and meets the individual needs of customers. Real estate enterprises begin to pay attention to network marketing. But when the enterprise carries out the network marketing, there is no reasonable, scientific index and method to evaluate the performance of the real estate enterprise's network marketing, and the enterprise can't analyze the advantage and disadvantage of the network marketing activity. Unable to adjust the marketing activities of the enterprise in time, and make correct decisions about the future marketing activities. In order to summarize and improve the effect of network marketing of real estate enterprises, firstly, this paper expounds the basic theory of network marketing from the concept of network marketing, and compares and analyzes the difference between network marketing and traditional marketing, online sales, etc. The characteristics of internet marketing are summarized. Secondly, it analyzes the connotation and basic method of network marketing performance evaluation, which lays a foundation for real estate enterprise network marketing performance evaluation. Thirdly, this paper analyzes the current situation, characteristics, objectives and problems of online marketing in real estate enterprises, and summarizes the common methods of online marketing, such as e-mail, online advertising, Weibo marketing, etc. And has further studied these ways in the real estate marketing activity concrete application. Finally, based on the literature review of network marketing performance evaluation by other scholars, this paper abstracts the index system of network marketing performance evaluation, and analyzes the current situation and characteristics of real estate network marketing. Select the performance evaluation index suitable for the real estate enterprise network marketing, and establish the real estate enterprise network marketing performance evaluation index system. Finally, AHP and grey correlation analysis are used to evaluate the performance of real estate network marketing, and Z company as a specific case to explain. This paper not only provides the index system and method of performance evaluation for the real estate enterprises in our country, but also analyzes the improvement of the online marketing of real estate enterprises through the analysis of the evaluation process and the evaluation results. For real estate enterprises to better carry out network marketing decision-making reference.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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