网络环境下房地产企业营销模式研究

发布时间：2018-05-02 22:51

本文选题：房地产企业 + 传统营销模式　；参考：《华中师范大学》2017年硕士论文

【摘要】：近年来,随着科技的高速发展,互联网技术已经在全球发展和普及起来,并已经渗透到社会生活的各个领域,影响和改变了人们的生活。随着互联网的普及和发展,房地产企业的营销模式和战略也随着而发生改变。现今很多房地产商在营销模式中都加入了网络元素,房地产的互联网营销战略也成为现今发展较快的战略模式并逐渐改变了传统营销模式的方法和策略。因此,如何改进和革新传统营销模式,如何吸收和利用网络营销模式,如何综合利用各种元素而形成最具效益的营销模式,就成了一个值得去研究和探讨的话题。本文针对网络环境对房地产企业营销的影响,结合当前房地产营销模式的发展现状,分析不同营销模式的特点以及缺陷,并以网络环境下房地产营销的实际案例为基础,解析当前房地产企业在线上和线下营销中的特点和不足,并提出相应的改进措施。本文的研究意义有两个方面。一方面通过提出传统营销模式和网络营销模式的特点和缺陷,并分析网络环境下两种模式的整合情况,并提出相应的改进措施,从而能优化其营销管理。另一方面从理论上来讲,在他人的研究基础上,为互联网营销在房地产行业的整合应用进行补充。
[Abstract]:In recent years, with the rapid development of science and technology, Internet technology has been developed and popularized all over the world, and has penetrated into various fields of social life, and has affected and changed people's lives. With the popularity and development of the Internet, the marketing model and strategy of real estate enterprises have also changed. Nowadays, many real estate developers have added network elements to their marketing model, and the Internet marketing strategy of real estate has become a fast developing strategic model and has gradually changed the methods and strategies of traditional marketing model. Therefore, how to improve and innovate the traditional marketing model, how to absorb and utilize the network marketing model, and how to make comprehensive use of all kinds of elements to form the most effective marketing model has become a topic worth studying and discussing. This paper aims at the influence of network environment on the marketing of real estate enterprises, analyzes the characteristics and defects of different marketing models, and based on the actual cases of real estate marketing under the network environment, combined with the current development situation of the real estate marketing mode, the paper analyzes the characteristics and defects of different marketing models. This paper analyzes the characteristics and shortcomings of online and offline marketing of real estate enterprises, and puts forward corresponding improvement measures. The research significance of this paper has two aspects. On the one hand, the characteristics and defects of the traditional marketing model and the network marketing mode are put forward, and the integration of the two models under the network environment is analyzed, and the corresponding improvement measures are put forward to optimize their marketing management. On the other hand, theoretically speaking, on the basis of others' research, it complements the integrated application of Internet marketing in real estate industry.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

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