金侨集团房产项目B2C网络营销策略研究-工商管理专业论文.docxVIP

II II Abstract In recent years, with more and more people join the network shopping force, makes many enterprises began to consider their products onto sales in the Internet, the rapid occupation of the network market. The real estate enterprises conform to the trend of The Times, and gradually will real estate this special goods sales to the Internet, and be part of the e-commerce consumers favor. However, due to the particularity of the real estate products, enabling the network marketing activities just stop at the primary stage of product introduction. Especially in the current real estate market regulation and control measures of strengthening, real estate enterprise need timely “move” and “transformation” (that is, moved to second and third tier cities and transformation investment in commercial real estate) the reality of the situation, the real estate enterprises to change the original marketing strategy, network marketing to join the real estate enterprise sales activities in has become a top priority, and B2C network marketing strategy of real estate corporations is particularly important. As the “leaders” in the real estate industry in Xiangtan, the Jinqiao Group has the advantageous of regional advantages, more should actively develop the network housing. Therefore, this paper according to the domestic and international relevant research results, from the B2C network marketing theory Angle, combined with the status situation of Jinqiao Group, on the SWOT analysis of its internal and external environment in B2C network marketing; Through the questionnaires, mainly from market positioning, product strategy, price strategy, channel strategy and promotion strategy point of view, using the empirical analysis method to carry out the B2C network marketing strategy choice; And in these analysis and on the basis of the choice, choose the Jinqiao group “Jinqiao city” real estate project as the main research object, Targeted puts forward Jinqiao Group’s real estate