xx房地产公司网络营销策略研究.rar

XX房地产公司网络营销策略研究

包括论文，答辩ppt，外文翻译

摘要

随着电子商务时代的来临，网络营销的发展给房地产企业的营销方式带来巨大的冲击与影响。房地产是我国国民经济的支柱产业，随着房地产市场的形成和发展，房地产营销渠道越来越丰富，网络营销的盛行，为房地产营销开创了新的篇章。

本论文主要就是针对促进房地产网络营销发展起重点作用的网络营销策略进行分析。首先分析我国房地产业在网络营方面的发展，然后根据具体的鞍山万科房地产公司这个实例，就其网络营销发展状况，具体采用的网络营销策略进行具体研究，发现网络营销在房产业存在的问题，采取相应措施予以解决。

通过对具体房地产公司策略的分析研究，发现房地产网络营销发展还有很多需要完善，但房地产网络营销是未来房地产业发展的必然趋势。

关键词：房地产；传统营销；网络营销；网络经济；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

目录

前言 1

1　鞍山万科房地产公司介绍 2

1.1  鞍山万科介绍 2

1.2  鞍山万科组织结构 3

2  房地产网络营销概述 4

2.1  网络营销基本概念 4

2.1.1  网络营销 4

2.1.2  网络营销策略 5

2.2  房地产与网络营销 6

2.3  房地产网络营销功能 8

2.4  房地产网络营销的需求分析 9

2.4.1  网络经济与房地产经济的相互渗透 9

2.4.2  网络经济对房地产需求的影响 11

2.5  网上房地产网络营销类型分析 14

3  我国房地产业网络营销概述 17

3.1  我国房地产业网络营销发展现状及前景 17

3.2  我国房地产业网络营销与传统营销关系 17

3.2.1  网络营销的模式 17

3.2.2  网络营销与传统营销方式的对比 18

3.2.3  网络营销是传统营销的继承和发展 18

4  鞍山万科房地产网络营销策略研究 19

4.1  鞍山万科房地产网络营销发展状况 19

4.2  鞍山万科房地产网络营销策略分析 19

4.3  鞍山万科网络营销优势 25

4.4  存在问题 27

5  鞍山万科房地产网络营销改进措施 31

5.1  房地产企业网络营销总体策划 31

5.1.1  房地产细分市场评估与定位 31

5.1.2  营销观念内容 31

5.1.3  营销手段创新 33

5.1.4  房地产企业战略资源和核心能力 34

5.1.5  房地产企业发展战略 34

5.2  房地产企业网络营销具体措施 35

6  结论 42

致谢 43

参考文献 44

附录A  译文 45

附录B  外文文献 54