中国房地产行业网络口碑营销模式研究
发布时间：2018-11-21 15:26
【摘要】：中国房地产市场竞争日益激烈催生出营销手段的不断创新。随着中国网民的总数超过6亿,以互联网为载体的网络口碑营销方兴未艾,作为耐用消费品的典型代表,房地产行业与网络口碑营销存在着许多天然的契合点,但目前国内房地产网络口碑营销行业还处于起步阶段,尚无成熟的理论体系和方法论总结,本文通过对现阶段中国房地产网络口碑营销市场的三大模式的归类与分析,总结特色,归纳问题并提出相应改进方案,试图梳理出适合不同阶段不同环境下中国房地产市场营销需要的网络口碑营销模式。本文从国内房地产网络口碑营销现状及问题出发,以特色、优点、不足、典型案例、适用范围、改进思路、行业对比等角度对“万科模式”、“碧桂园模式”和以“亦庄硅谷模式”这三大现阶段中国房地产网络口碑营销经典模式进行分析研究后,对国内房地产网络口碑营销模式从口碑营销平台、口碑营销内容和营销的评估体系三方面提出了改进措施和建议。
[Abstract]:China's real estate market increasingly fierce competition spawned the continuous innovation of marketing means. With the total number of Chinese Internet users more than 600 million, Internet word-of-mouth marketing is in the ascendant. As a typical representative of consumer durable goods, real estate industry and network word-of-mouth marketing have many natural points of convergence. However, the domestic real estate online word-of-mouth marketing industry is still in its infancy, there is no mature theoretical system and methodology summary. This paper classifies and analyzes the three models of China's real estate online word-of-mouth marketing market at the present stage. This paper summarizes the characteristics, induces the problems and puts forward the corresponding improvement schemes, and tries to sort out the network word-of-mouth marketing mode which is suitable for the needs of Chinese real estate marketing in different stages and different environments. This article proceeds from the domestic real estate network word-of-mouth marketing present situation and the question, with the characteristic, the merit, the insufficiency, the typical case, the scope of application, the improvement thought, the industry contrast and so on angle to "the Vanke pattern", After analyzing and studying the "country Garden Model" and the "Yizhuang Silicon Valley Model", which are the three classical models of online word-of-mouth marketing in China's real estate at this stage, this paper analyzes the domestic real estate online word-of-mouth marketing model from the word-of-mouth marketing platform. The improvement measures and suggestions are put forward in three aspects: the content of word-of-mouth marketing and the evaluation system of marketing.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.23
本文编号：2347375
[Abstract]:China's real estate market increasingly fierce competition spawned the continuous innovation of marketing means. With the total number of Chinese Internet users more than 600 million, Internet word-of-mouth marketing is in the ascendant. As a typical representative of consumer durable goods, real estate industry and network word-of-mouth marketing have many natural points of convergence. However, the domestic real estate online word-of-mouth marketing industry is still in its infancy, there is no mature theoretical system and methodology summary. This paper classifies and analyzes the three models of China's real estate online word-of-mouth marketing market at the present stage. This paper summarizes the characteristics, induces the problems and puts forward the corresponding improvement schemes, and tries to sort out the network word-of-mouth marketing mode which is suitable for the needs of Chinese real estate marketing in different stages and different environments. This article proceeds from the domestic real estate network word-of-mouth marketing present situation and the question, with the characteristic, the merit, the insufficiency, the typical case, the scope of application, the improvement thought, the industry contrast and so on angle to "the Vanke pattern", After analyzing and studying the "country Garden Model" and the "Yizhuang Silicon Valley Model", which are the three classical models of online word-of-mouth marketing in China's real estate at this stage, this paper analyzes the domestic real estate online word-of-mouth marketing model from the word-of-mouth marketing platform. The improvement measures and suggestions are put forward in three aspects: the content of word-of-mouth marketing and the evaluation system of marketing.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.23
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