XX房地產(chǎn)公司網(wǎng)絡(luò)營(yíng)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(yíng)銷的發(fā)展給房地產(chǎn)企業(yè)的營(yíng)銷方式帶來巨大的沖擊與影響。房地產(chǎn)是我國(guó)國(guó)民經(jīng)濟(jì)的支柱產(chǎn)業(yè)，隨著房地產(chǎn)市場(chǎng)的形成和發(fā)展，房地產(chǎn)營(yíng)銷渠道越來越豐富，網(wǎng)絡(luò)營(yíng)銷的盛行，為房地產(chǎn)營(yíng)銷開創(chuàng)了新的篇章。

本論文主要就是針對(duì)促進(jìn)房地產(chǎn)網(wǎng)絡(luò)營(yíng)銷發(fā)展起重點(diǎn)作用的網(wǎng)絡(luò)營(yíng)銷策略進(jìn)行分析。首先分析我國(guó)房地產(chǎn)業(yè)在網(wǎng)絡(luò)營(yíng)方面的發(fā)展，然后根據(jù)具體的鞍山萬(wàn)科房地產(chǎn)公司這個(gè)實(shí)例，就其網(wǎng)絡(luò)營(yíng)銷發(fā)展?fàn)顩r，具體采用的網(wǎng)絡(luò)營(yíng)銷策略進(jìn)行具體研究，發(fā)現(xiàn)網(wǎng)絡(luò)營(yíng)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(duì)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(yíng)銷發(fā)展還有很多需要完善，但房地產(chǎn)網(wǎng)絡(luò)營(yíng)銷是未來房地產(chǎn)業(yè)發(fā)展的必然趨勢(shì)。

關(guān)鍵詞：房地產(chǎn)；傳統(tǒng)營(yíng)銷；網(wǎng)絡(luò)營(yíng)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(wàn)科房地產(chǎn)公司介紹 2

1.1  鞍山萬(wàn)科介紹 2

1.2  鞍山萬(wàn)科組織結(jié)構(gòu) 3

2  房地產(chǎn)網(wǎng)絡(luò)營(yíng)銷概述 4

2.1  網(wǎng)絡(luò)營(yíng)銷基本概念 4

2.1.1  網(wǎng)絡(luò)營(yíng)銷 4

2.1.2  網(wǎng)絡(luò)營(yíng)銷策略 5

2.2  房地產(chǎn)與網(wǎng)絡(luò)營(yíng)銷 6

2.3  房地產(chǎn)網(wǎng)絡(luò)營(yíng)銷功能 8

2.4  房地產(chǎn)網(wǎng)絡(luò)營(yíng)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(duì)房地產(chǎn)需求的影響 11

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

3  我國(guó)房地產(chǎn)業(yè)網(wǎng)絡(luò)營(yíng)銷概述 17

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

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

3.2.1  網(wǎng)絡(luò)營(yíng)銷的模式 17

3.2.2  網(wǎng)絡(luò)營(yíng)銷與傳統(tǒng)營(yíng)銷方式的對(duì)比 18

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

4  鞍山萬(wàn)科房地產(chǎn)網(wǎng)絡(luò)營(yíng)銷策略研究 19

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

4.2  鞍山萬(wàn)科房地產(chǎn)網(wǎng)絡(luò)營(yíng)銷策略分析 19

4.3  鞍山萬(wàn)科網(wǎng)絡(luò)營(yíng)銷優(yōu)勢(shì) 25

4.4  存在問題 27

5  鞍山萬(wàn)科房地產(chǎn)網(wǎng)絡(luò)營(yíng)銷改進(jìn)措施 31

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

5.1.1  房地產(chǎn)細(xì)分市場(chǎng)評(píng)估與定位 31

5.1.2  營(yíng)銷觀念內(nèi)容 31

5.1.3  營(yíng)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(yíng)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