《房地产业网络营销解决方案》-毕业论文设计.docVIP

PAGE 内 容 摘 要 本文是在网络经济发展下，根据房地产业自身特质，针对其投资大，专业问题多，地域局限性大等问题，结合当前互联网营销模式和房地产业的特性，现状，发展前景的研究分析，总结评价了当前房地产网络营销的类型、利弊、机会、威胁，通过对传统营销手段和网络营销的整合，以西溪晴雪为案例，通过大量文献资料与网络资源的利用，结合当前杭州市场的主要情况，以4P营销为前提，4R营销的改进，提出了概念病毒、样板房全景展示、搜索引擎营销及公共关系营销的创新网络营销解决方案，并利用WEB 3.0，引入新型流量监测工具，以西溪晴雪为案例提出完整创新的针对房地产业的网络营销解决方案和具体实施，取得了同类楼盘中明显较好的效果。 关键词：房地产、网络营销解决方案、整合营销 ABSTRACT This article summarizes and evaluates the varieties, advantages and disadvantages of current real estate network marketing under the framework of network economy. According to the real estate’s own characteristics, such as large investment, professional problems, geographical limitations, the article also combines the current real estate network marketing models with the research and analysis of real estate’s features, status and the developing prospect. Through consulting lots of literatures and internet resources, with Xixi Qingxue as an example, the article puts forward an integral and original real estate network marketing model based on the situations of Hangzhou market， premise with 4P marketing and improvements with 4R marketing, we propose the concept of viruses, model room panoramic display, search engine marketing and public relations marketing marketing of innovative network solutions, and use WEB 3.0, introduct the Using Traffic Monitoring Tools ，which combines the traditional marketing method and network marketing. This model has enabled Xixi Qingxue to gain good marketing achievements. Key words: real estate industry, solution of network marketing,integrated marketing 正文目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc263593498 第一章 引言 PAGEREF _Toc263593498 \h 1 HYPERLINK \l _Toc263593499 第一节 研究的背景 PAGEREF _Toc263593499 \h 1 HYPERLINK \l _Toc263593500 第二节 选题意义 PAGEREF _Toc263593500 \h 1 HYPERLINK \l _Toc263593501 第二章 房地产市场概述 PAGEREF _Toc263593501 \h 3 HYPERLINK \l _Toc263593502 第一节 全国房地产市场情况 PAGEREF _Toc263593502 \h 3 HYPERLINK \l _Toc263593503 第二节 杭州地产市场的特色 PAGEREF _Toc263593503 \h 4 HYPERLINK \l _T