XX房地產公司網絡營銷策略研究

包括論文，答辯ppt，外文翻譯

摘要

隨著電子商務時代的來臨，網絡營銷的發(fā)展給房地產企業(yè)的營銷方式帶來巨大的沖擊與影響。房地產是我國國民經濟的支柱產業(yè)，隨著房地產市場的形成和發(fā)展，房地產營銷渠道越來越豐富，網絡營銷的盛行，為房地產營銷開創(chuàng)了新的篇章。

本論文主要就是針對促進房地產網絡營銷發(fā)展起重點作用的網絡營銷策略進行分析。首先分析我國房地產業(yè)在網絡營方面的發(fā)展，然后根據具體的鞍山萬科房地產公司這個實例，就其網絡營銷發(fā)展狀況，具體采用的網絡營銷策略進行具體研究，發(fā)現網絡營銷在房產業(yè)存在的問題，采取相應措施予以解決。

通過對具體房地產公司策略的分析研究，發(fā)現房地產網絡營銷發(fā)展還有很多需要完善，但房地產網絡營銷是未來房地產業(yè)發(fā)展的必然趨勢。

關鍵詞：房地產；傳統營銷；網絡營銷；網絡經濟；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　鞍山萬科房地產公司介紹 2

1.1  鞍山萬科介紹 2

1.2  鞍山萬科組織結構 3

2  房地產網絡營銷概述 4

2.1  網絡營銷基本概念 4

2.1.1  網絡營銷 4

2.1.2  網絡營銷策略 5

2.2  房地產與網絡營銷 6

2.3  房地產網絡營銷功能 8

2.4  房地產網絡營銷的需求分析 9

2.4.1  網絡經濟與房地產經濟的相互滲透 9

2.4.2  網絡經濟對房地產需求的影響 11

2.5  網上房地產網絡營銷類型分析 14

3  我國房地產業(yè)網絡營銷概述 17

3.1  我國房地產業(yè)網絡營銷發(fā)展現狀及前景 17

3.2  我國房地產業(yè)網絡營銷與傳統營銷關系 17

3.2.1  網絡營銷的模式 17

3.2.2  網絡營銷與傳統營銷方式的對比 18

3.2.3  網絡營銷是傳統營銷的繼承和發(fā)展 18

4  鞍山萬科房地產網絡營銷策略研究 19

4.1  鞍山萬科房地產網絡營銷發(fā)展狀況 19

4.2  鞍山萬科房地產網絡營銷策略分析 19

4.3  鞍山萬科網絡營銷優(yōu)勢 25

4.4  存在問題 27

5  鞍山萬科房地產網絡營銷改進措施 31

5.1  房地產企業(yè)網絡營銷總體策劃 31

5.1.1  房地產細分市場評估與定位 31

5.1.2  營銷觀念內容 31

5.1.3  營銷手段創(chuàng)新 33

5.1.4  房地產企業(yè)戰(zhàn)略資源和核心能力 34

5.1.5  房地產企業(yè)發(fā)展戰(zhàn)略 34

5.2  房地產企業(yè)網絡營銷具體措施 35

6  結論 42

致謝 43

參考文獻 44

附錄A  譯文 45

附錄B  外文文獻 54