【作者】 李强；

【导师】 陈衍泰；

【作者基本信息】 浙江工业大学 ， 工商管理， 2015， 硕士

【摘要】 近年来,国内的房地产行业在经历了多年的迅猛发展之后逐渐趋于稳定,并且作为重要GDP、GNP来源,依然对地区经济的可出续发展发挥着重要的作用。这种逐渐趋于成熟、趋于稳定的市场环境,对房地产的营销也提出了更高的要求。而在当前互联网经济迅猛发展的时代,营销手段而也发生着巨大的变化,在营销手段从传统的广告投放到当前的网络营销,从单一的推送式营销到当前的交互式营销的情况下,房地产经销商也需要把握时代的潮流,积极有效地把握时机,力争将网络技术同传统的房地产营销手段向结合,充分发挥优势,促进营销的效果。本文主要针对当前新兴的微信自媒体营销进行了研究,并将微信自媒体营销同房地产营销进行结合。通过传统营销理论和房地产营销、国内外对自媒体营销等内容进行研究,分析自媒体营销与传统营销的异同点,并通过资料收集、文献查阅、案例分析,对广州万科房地产微信自媒体营销应用和浙江中梁·滨江九里房地产项目微信自媒体营销应用案例进行详细分析和比较,并简单对比碧桂园十里银滩、广州颐德公馆、万达西双版纳国际度假区、杭州广厦集团、海盐恒大房产商城、招商地产、纳帕溪谷、金大地龙湖中心、保利塞纳维拉和富力盈通大厦十个通过微信自媒体营销的案例,总结微信自媒体在房地产市场营销中的应用,在此基础上分析和探究自媒体时代房地产营销趋势,并对房地产营销给出建议,为房地产营销理论和实践提供借鉴。作为当前网络营销的热门手段,微信自媒体营销在房地产的营销中已经发挥出重要的作用,也已呈现出很多明显的成效。对房地产开发、运营商来说,一定要注重把握微信自媒体营销迅猛发展的时机,通过模式转换、技术改进、内容服务和手段创新,充分发挥微信自媒体营销的优势,并且注重在策略、理念和方法上注重创新思维的开发,力争通过有力的营销手段提升自身的竞争力,充分发挥自身的优势,促进营销的成效。更多还原

【Abstract】 In recent years, the domestic real estate industry gradually tends to be stable after years of rapid development, and as an important source of the GDP,GNP, still cancontinue to regional economic development plays an important role. This tends to be mature gradually and tends to be stable market environment, the real estate marketing is also put forward higher requirements. In the current era of rapid development of the Internet economy, marketing means also is undergoing tremendous change, dropping from traditional advertising to the current network marketing in the marketing means, from a single push marketing to interactive marketing current situation, real estate dealers also need to grasp the trend of the times, actively and effectively seize the opportunity, and strive to network technology with the traditional real estate marketing means to combine, give full play to its advantages, to promote the marketing effect.This article mainly aims at the current rising micro letter from the media marketing research, and the micro letter from the media marketing real estate marketing combination. Research on self media marketing content through the traditional marketing theory and real estate marketing, both at home and abroad, analysis since the media marketing and traditional marketing similarities and differences, and through the analysis of data collection, literature review, case of Guangzhou Vanke Real Estate micro letter from the media marketing application and Zhejiang beam nine Binjiang in real estate projects a detailed analysis and comparison from the media marketing application case of micro letter, and ten simple contrasts in Biguiyuan Silver Beach, Guangzhou Yide mansion, Xishuangbanna Wanda International Resort, Hangzhou Guangsha group, Haiyan Hengda Real Estate mall, investment real estate,Napa Valley, Longhu, poly golden earth center Senna Vera and decimating Yestonbuilding ten through micro letter from the media marketing case, summarize the micro letter from the application of media in the marketing of real estate, on the basis of the analysis and research of media age real estate marketing trend, and the real estate marketing advice, providing reference for the real estate marketing theory and practice.As a popular means of current network marketing, micro letter from the media marketing in real estate marketing has played an important role, also have shown a lot of obvious effect. On real estate development, operators, must pay attention to grasp We Chat since the media marketing rapid development time, through innovation of mode conversion, technical improvement, contents and means of service, give full play to We Chat since the media marketing advantage, and pay attention to focus on the development of creative thinking in strategy, ideas and methods, and strive toimprove their own competitiveness by powerful marketing means, give full play to their own advantages, to promote the marketing effect.更多还原