ANY房地产项目的社群营销应用研究.docx

摘要 随着互联网计算机技术的快速发展以及移动互联技术的迅速崛起，QQ和微信也广泛的运用在人们的日常生活和工作中，正是在这种背景下，社群营销也正取得迅速的发展。特别是在2012年开始，随着《逻辑思维》这个以知识性为特征的社群的建立与发展，让所有产业的营销人员都发现了社群营销的无限潜力。房地产在空间概念上给业主创建了一个社区，业主们在自己的社区里日复一日的生活着，在都市快节奏的生活环境下，邻居们的互动可能仅限于早晨在电梯厅里相遇时的一声“早安”。 如何将同一个社区里的业主紧密的联系起来，并将他们培养成房地产企业的“粉丝”。社群营销给房地产的营销工作带来了更多的创新。秦皇岛ANY房地产项目就是社区+社群的成功案例。论文以“ANY房地产项目”为研究对象，采用了案例研究法和文献研究法为基本研究方法，对其在社群营销的发展策略进行的分析研究和思考，以提供房地产行业在社群营销这一新的领域的创新发展方向。 本文通过对ANY房地产项目的社群营销案例研究，从客户及业主关系管理的角度来分析总结ANY房地产项目的社群营销模式，对ANY房地产企业如何在竞争激励的北京周边区域不断的创造销售神话及其独有的社群运作模式进行探讨分析，总结出来社群营销的主要影响因素，并提炼出相关的社群营销影响因素模型。也能够为其他企业在做好营销工作的过程中提供更多的解决途径。本文是基于房地产企业客户关系管理的角度来研究社群营销这一崭新的赢下模式。进一步推动房地产企业营销和推广方面工作的开展。 关键词：房地产营销、社群营销、客户关系管理 summary With the development of Internet, QQ group and WeChat group appear in many situations of people’s work and life. Community marketing comes into being under the background of the rapid development of the Internet. Especially since 2012, with the establishment and development of the intellectual community, marketers in all industries have discovered the limitless potential of community marketing. Real estate creates a community for owners in the concept of space, where owners live day after day in their own communities, and in a fast-paced urban environment, neighbors’ interactions may be limited to the sound of meeting in the elevator hall in the morning Good morning. How to connect the owners of the same community closely and cultivate them as ”fans” of real estate companies. The emergence of community marketing has given the housing marketing personnel a very good way to solve. Qinhuangdao ANY real estate project is a community success story. The thesis takes ”ANY Real Estate Project” as the research object, adopts the case study method and the literature research method as the basic research method, carries on the analysis research and the ponder to its development strategy in the community marketing. To provide the real estate industry in the community marketing this new field of innovative development direction. Ba