房地产电商平台网络营销模式研究——以乐居网为例
发布时间：2018-11-17 08:52
【摘要】：随着科学技术的发展,互联网已经渗透到国民经济的各个角落。房地产行业是国家经济的支柱行业,供需的不平衡使房地产市场由卖方市场向买方市场转变。因此,顺应时代潮流,创新营销方式成为促进房地产行业持续发展的关键。本文以乐居网为例,解析了其网站入口引流端、乐居网数据库建设、微博微信营销策略、线上线下用户转化、客户关系平台建设等营销环节,并对其营销模式进行评价,分析其优劣。通过对乐居网的案例分析,本人初步构建了房地产电商平台网络营销的新模式。该模式以消费者数据库建设为依托,通过资源整合,扩宽其入口渠道,利用线上与线下结合的营销策略,并通过客户关系平台的建设提供后续的社区增值服务,提升客户的忠诚度。这一模式充分考虑了消费者购买的全过程,强调消费者与企业的互动,对当前的房地产电商网络营销具有一定的借鉴意义。
[Abstract]:With the development of science and technology, the Internet has penetrated into every corner of the national economy. The real estate industry is the pillar industry of the national economy. The imbalance of supply and demand makes the real estate market change from the seller's market to the buyer's market. Therefore, in keeping with the trend of the times, innovative marketing has become the key to promote the sustainable development of the real estate industry. Taking Leju as an example, this paper analyzes the marketing links, such as the entrance and drainage end of its website, the database construction of Leju net, the marketing strategy of Weibo WeChat, the transformation of online and offline users, the construction of customer relationship platform, and so on, and evaluates its marketing mode. Analyze its merits and demerits. Through the case analysis of Leju, I have initially constructed a new model of online marketing of real estate e-commerce platform. The model is based on the construction of consumer database, through the integration of resources, widening its access channels, using online and offline combination of marketing strategies, and through the construction of customer relationship platform to provide follow-up community value-added services, Enhance customer loyalty. This model fully considers the whole process of consumer purchase, emphasizes the interaction between consumers and enterprises, and has certain reference significance for the current E-commerce network marketing of real estate.
【作者单位】： 东北财经大学工商管理学院;
【分类号】：F299.23;F724.6
[Abstract]:With the development of science and technology, the Internet has penetrated into every corner of the national economy. The real estate industry is the pillar industry of the national economy. The imbalance of supply and demand makes the real estate market change from the seller's market to the buyer's market. Therefore, in keeping with the trend of the times, innovative marketing has become the key to promote the sustainable development of the real estate industry. Taking Leju as an example, this paper analyzes the marketing links, such as the entrance and drainage end of its website, the database construction of Leju net, the marketing strategy of Weibo WeChat, the transformation of online and offline users, the construction of customer relationship platform, and so on, and evaluates its marketing mode. Analyze its merits and demerits. Through the case analysis of Leju, I have initially constructed a new model of online marketing of real estate e-commerce platform. The model is based on the construction of consumer database, through the integration of resources, widening its access channels, using online and offline combination of marketing strategies, and through the construction of customer relationship platform to provide follow-up community value-added services, Enhance customer loyalty. This model fully considers the whole process of consumer purchase, emphasizes the interaction between consumers and enterprises, and has certain reference significance for the current E-commerce network marketing of real estate.
【作者单位】： 东北财经大学工商管理学院;
【分类号】：F299.23;F724.6
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