【作者】 何颖；

【导师】 何桢；

【作者基本信息】 天津大学 ， 高级工商管理（专业学位）， 2016， 硕士

【副题名】以某房地产公司的以X房地产公司的XX项目为例

【摘要】 目前,我国的经济形势在平稳发展,房地产业正面临着新一轮的改革和行业的调整,房地产企业之间的竞争也日趋激烈,如何在这一现实面前,突破自身在营销方面的不足,不断发展和壮大自身,谋求更大的发展,是每个房地产企业必须要考虑的现实问题。本论文以XA房地产公司的XX项目作为实例,主要采用了理论分析与实证研究相结合的方式,围绕着房地产项目的网络营销策略问题进行了研究,具体的研究内容和结论如下:首先,对于房地产营销的相关概念和理论进行综述,分析其营销的特点,对基本的概念进行分析阐述,主要论述了网络营销及策略,网络营项的直复营销理论和整合营销理论等核心概念;其次,结合目前房地产企业制定的网络营销现状,从我国房地产市场的发展入手,着重探讨了房地产市场营销目前所处的环境,以及房地产营销的互动性、信息化等特点,结合目前房地产营销的网站、聊天工具、论坛等主要手段,指出了目前房地产营销中的目的性不强、法律缺失、诚信失守等问题。再次,在充分对相关理论和房地产网络营销研究的基础上,通过实地的走访调查,分析目前A公司房地产项目网络营销存在的能力较弱、理念落后、管理水平不高和营销策略制定不科学的问题,同时,系统全面的分析了公司目前的宏观、行业和内部环境,并且制定了关于XX项目的网络营销方案。最后,在充分的研究分析基础上,提出了加强人才培养、健全管理制度、树立企业良好的经营理念和重视新媒体作用等四个方面的改进策略。从而更好的发展公司,做好的项目的经营和维护。通过本文的研究目的在于提高我国房地产项目的网络营销业绩,实现项目投资的预期目标,增强房地产公司的综合竞争力,实现企业的良好持续发展。更多还原

【Abstract】 With the stable development of China’s economic status quo,the real estate industry is facing the new round of adjustment and reform.The competition among real estate companies are accelerating.How to deal with the new challenges,break through the marketing short slab,and keep self robust development are the critic topics which the real estate companies cannot evade.The thesis chooses the XX project of X real estate company as a case to study the network marketing strategy of real estate project.The methodology combines the theoretic analysis and practice research.The detail is shown as follows:First,the thesis sorts out the network marketing theory of real estate industry.The characteristics of marketing are analyzed.The basic concept and principal,namely network marketing and strategy,the direct/multi-marketing theory,and the integrated marketing concept,are described.Secondly,according to the real estate online marketing status quo customized for presenting real estate company,the macro environment of nowadays real estate marketing as well as the real estate marketing interworking and informatization is mainly discussed.The typical problems,such as the current real estate marketing purposes not being strong,lack of law and integrity etc,are also presented consequently.The third,the internet marketing status of XX project is introduced,and the internet marketing marco/micro environment are analyzed.Finally,four improvement strategies,namely strengthening personnel training,improving the management system,establishing a brilliant business philosophy,and emphasis on new media,are proposed on sufficient research/analysis basis,which aims to maintain project operation as well as a better development for the benefit of real estate company.The purpose of this research is to improve the performance of online marketing of real estate projects,to achieve the desired objectives of the project investment,and to enhance the comprehensive competitiveness of the real estate company,to achieve a sustainable development niche for enterprises.更多还原