XX房地產(chǎn)公司網(wǎng)絡(luò)營銷策略研究

包括論文，答辯ppt，外文翻譯

摘要

隨著電子商務(wù)時(shí)代的來臨，網(wǎng)絡(luò)營銷的發(fā)展給房地產(chǎn)企業(yè)的營銷方式帶來巨大的沖擊與影響。房地產(chǎn)是我國國民經(jīng)濟(jì)的支柱產(chǎn)業(yè)，隨著房地產(chǎn)市場的形成和發(fā)展，房地產(chǎn)營銷渠道越來越豐富，網(wǎng)絡(luò)營銷的盛行，為房地產(chǎn)營銷開創(chuàng)了新的篇章。

本論文主要就是針對促進(jìn)房地產(chǎn)網(wǎng)絡(luò)營銷發(fā)展起重點(diǎn)作用的網(wǎng)絡(luò)營銷策略進(jìn)行分析。首先分析我國房地產(chǎn)業(yè)在網(wǎng)絡(luò)營方面的發(fā)展，然后根據(jù)具體的鞍山萬科房地產(chǎn)公司這個(gè)實(shí)例，就其網(wǎng)絡(luò)營銷發(fā)展?fàn)顩r，具體采用的網(wǎng)絡(luò)營銷策略進(jìn)行具體研究，發(fā)現(xiàn)網(wǎng)絡(luò)營銷在房產(chǎn)業(yè)存在的問題，采取相應(yīng)措施予以解決。

通過對具體房地產(chǎn)公司策略的分析研究，發(fā)現(xiàn)房地產(chǎn)網(wǎng)絡(luò)營銷發(fā)展還有很多需要完善，但房地產(chǎn)網(wǎng)絡(luò)營銷是未來房地產(chǎn)業(yè)發(fā)展的必然趨勢。

關(guān)鍵詞：房地產(chǎn)；傳統(tǒng)營銷；網(wǎng)絡(luò)營銷；網(wǎng)絡(luò)經(jīng)濟(jì)；策略研究

Abstract

With the advent of the era of e-commerce, the development of Internet marketing brings enormous impact and influence to real estate marketing companies. Real estate industry is one of the pillar industries in National economy in China. With the formation and development of real estate industry, its marketing channels are becoming more and more varied. The preva lence of network marketing starts a new chapter in real estate marketing. 

This paper has mainly focused on the online marketing strategies for promoting the development of real estate network marketing and analysis it. First, analyzing China's real estate industry in the development of network operators, and then based on Anshan Vanke real estate companies for specific examples, researching the development of its network marketing status quo and the specific use of online marketing strategies, finding the problem about the real estate e-marketing and take corresponding measures to solve them. 

Through the specific analysis for the real estate company strategy, found that the development of real estate network marketing still has much need to improve, but real estate e-marketing is the trend of the real estate industry for future development. 

Key words: real estate; traditional marketing; internet marketing; network economy;

strategy study

目錄

前言 1

1　鞍山萬科房地產(chǎn)公司介紹 2

1.1  鞍山萬科介紹 2

1.2  鞍山萬科組織結(jié)構(gòu) 3

2  房地產(chǎn)網(wǎng)絡(luò)營銷概述 4

2.1  網(wǎng)絡(luò)營銷基本概念 4

2.1.1  網(wǎng)絡(luò)營銷 4

2.1.2  網(wǎng)絡(luò)營銷策略 5

2.2  房地產(chǎn)與網(wǎng)絡(luò)營銷 6

2.3  房地產(chǎn)網(wǎng)絡(luò)營銷功能 8

2.4  房地產(chǎn)網(wǎng)絡(luò)營銷的需求分析 9

2.4.1  網(wǎng)絡(luò)經(jīng)濟(jì)與房地產(chǎn)經(jīng)濟(jì)的相互滲透 9

2.4.2  網(wǎng)絡(luò)經(jīng)濟(jì)對房地產(chǎn)需求的影響 11

2.5  網(wǎng)上房地產(chǎn)網(wǎng)絡(luò)營銷類型分析 14

3  我國房地產(chǎn)業(yè)網(wǎng)絡(luò)營銷概述 17

3.1  我國房地產(chǎn)業(yè)網(wǎng)絡(luò)營銷發(fā)展現(xiàn)狀及前景 17

3.2  我國房地產(chǎn)業(yè)網(wǎng)絡(luò)營銷與傳統(tǒng)營銷關(guān)系 17

3.2.1  網(wǎng)絡(luò)營銷的模式 17

3.2.2  網(wǎng)絡(luò)營銷與傳統(tǒng)營銷方式的對比 18

3.2.3  網(wǎng)絡(luò)營銷是傳統(tǒng)營銷的繼承和發(fā)展 18

4  鞍山萬科房地產(chǎn)網(wǎng)絡(luò)營銷策略研究 19

4.1  鞍山萬科房地產(chǎn)網(wǎng)絡(luò)營銷發(fā)展?fàn)顩r 19

4.2  鞍山萬科房地產(chǎn)網(wǎng)絡(luò)營銷策略分析 19

4.3  鞍山萬科網(wǎng)絡(luò)營銷優(yōu)勢 25

4.4  存在問題 27

5  鞍山萬科房地產(chǎn)網(wǎng)絡(luò)營銷改進(jìn)措施 31

5.1  房地產(chǎn)企業(yè)網(wǎng)絡(luò)營銷總體策劃 31

5.1.1  房地產(chǎn)細(xì)分市場評估與定位 31

5.1.2  營銷觀念內(nèi)容 31

5.1.3  營銷手段創(chuàng)新 33

5.1.4  房地產(chǎn)企業(yè)戰(zhàn)略資源和核心能力 34

5.1.5  房地產(chǎn)企業(yè)發(fā)展戰(zhàn)略 34

5.2  房地產(chǎn)企業(yè)網(wǎng)絡(luò)營銷具體措施 35

6  結(jié)論 42

致謝 43

參考文獻(xiàn) 44

附錄A  譯文 45

附錄B  外文文獻(xiàn) 54