周雪松-大连万房地产网络营销策略研究.docVIP

摘 要 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，网络营销在全球的盛行，以及比拟其他营销方式的各种优势，为房地产营销开创了新的篇章。房地产是传统产业，又是一个迈向新经济的产业。当传统房地产与信息技术相结合的时候，房地产行业便具备了新的发展特征。因此，基于网络的房地产网络营销模式和营销策略将成为房地产企业创新发展的重要方向。 本文第一章通过对网络营销理论的概述，把网络营销概念引入房地产项目中分析了网络营销的模式和网络营销的策略，并指出其对当今房地产项目的积极意义。具体详细的分析了房地产网络营销的特点及相对于传统营销的优势。第三章针对大连万达集团的房地产网络营销现状进行了研究分析。第四章探讨出大连万达房地产网络营销存在的诸多问题。最后提出了针对大连万达房地产网络营销的发展策略。 房地产项目的网络营销作为一种新的营销模式已势在必行，但是它并没有能力完全取代传统营销模式独立运作。因此，整合网络营销与传统营销，进行优势互补，是网络营销的成长之道，才能使其发挥最大的功效。 关键词：房地产；网络营销；营销管理 Abstract 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 and it has each kind of marketing advantage, the prevalence of e-marketing starts a new chapter in real estate marketing. When traditional real estate industry combines with information technology, new characteristics of realty business and new space for development appear. The e-marketing of real estate becomes an important direction of improvement. The first chapter based on the survey of e-marketing theory, this paper introduces the concept of e-marketing into real estate project. It points out the positive effect of e-marketing through the analysis of e-marketing modes and strategies as well as the existing problems in realty business e-marketing. Analyze e-marketing essential feature of the real estate and the advantage that compare with traditional marketing of the real estate concretely. Chapter III as to Dalian Wanda group real estate e-marketing research of current situation, Chapter IV it is discussed many existing problems of real estate e-marketing, finally make the foundation of e-marketing program plan for the Dalian Wanda group. The e-marketing study in real estate projects is still in fledging stage, and the blanks make the study of e-marketing modes and strategies in this paper necessary and in an urgent demand. I hope the discussion of e-marketing sys