房地产企业网络营销的基本过程及策略研究.docVIP

第 PAGE I 页 房地产企业网络营销的基本过程及策略研究 摘 要 互联网是国民经济的支柱产业信息产业的一部分，它和国民经济的另一个支柱产业，房地产业相互影响与相互结合，为经济发展开创了广阔的领域，对人民生活产生了深刻的影响。房地产需求的不断增长使得房地产业面临着巨大的机遇与挑战，传统房地产营销将楼盘信息通过报纸、电视、电台等传统媒体向消费者传播，是一种直线的单向传递。互联网与房地产业的结合，诞生了一种新型的房地产网络营销模式，房地产企业通过上网，充分发挥现代网络技术优势，突破地理空间和时间局限，及时发布企业、宣传企业形象并可在网上完成动态营销业务。房地产的网络营销业已成为了房地产业与互联网的最佳结合点。房地产企业为了提高竞争力，把握互联网带来的重大机遇和挑战，需要将网络营销模式作为企业市场营销的一把利器。本文分为六个部分。第一部分为绪论部分；第二部分为房地产网络营销的概述，阐述一些概念问题；第三部分阐述了房地产网络营销的现状；第四部分阐述了房地产网络营销的基本过程；第五部分阐述了房地产网络营销的营销策略；第六部分提出了改进房地产网络营销的措施。其中，后三个部分为本文的重点内容，也是本文的亮点所在。 关键词： 网络营销；房地产企业；网络营销策略 第 Ⅱ 页 ABSTRACT Internet is a part of the information industry of pillar industry of the national economy，another real estate of pillar industry of it and national economy influences each other and mutually combines, open the broad field for economic development, have a deep impact on people’s lives. The constant growth of the demand of the real estate makes the real estate face enormous opportunity and challenge, the marketing of traditional medias such as the newspaper, TV, radio station, etc, it is the one-way transmission of a kind of straight line. The combinations of Internet and real estate network marketing modes have emerged. Real estate enterprises give full play to the modern network technology advantage through surfing the Net, break through the geographical space and time limitation, release enterprise’s information in time, propagate the corporate image and can finish the dynamic marketing business on the net. The best combination that the network marketing of the real estate has already become real estate and Internet is checked. Real estate enterprise for competitiveness of raising, hold great opportunity and challenge that Internet bring, find the first chance, need to regard marketing mode of the network as a edge toll pf enterprise’s marketing. This article divides into six parts, the first part is the introduction , the second part is the