本文關(guān)鍵詞： 房地產(chǎn)公司 電子商務(wù) 營(yíng)銷策略　出處：《廣東財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：作為我國(guó)經(jīng)濟(jì)發(fā)展的重要支柱,房地產(chǎn)行業(yè)近年來發(fā)展非常迅速,并且在一段時(shí)間內(nèi)形成了發(fā)展熱潮。國(guó)家為扶持房地產(chǎn)行業(yè)的健康發(fā)展,抑制因投機(jī)性炒房行為導(dǎo)致房地產(chǎn)市場(chǎng)過熱的現(xiàn)象,出臺(tái)了多種宏觀調(diào)控手段,對(duì)房地產(chǎn)市場(chǎng)進(jìn)行整頓。經(jīng)過一段時(shí)間的調(diào)控,房地產(chǎn)行業(yè)發(fā)展速度逐漸減慢,資金回籠速度大大降低,一些地方的商品房庫(kù)存較高,開發(fā)商急需探索一種高效的營(yíng)銷手段來突破這種困境。2015年我國(guó)電子商務(wù)交易規(guī)模已突破18萬億元,電子商務(wù)逐漸走入人們的生活并受到人們的喜愛,人們的購(gòu)物習(xí)慣也受到影響發(fā)生了巨大的變化,人們足不出戶即可在網(wǎng)上買到豐富的商品,十分的便利。在這樣的背景下,一些有遠(yuǎn)見的房地產(chǎn)開發(fā)商看到了發(fā)展電子商務(wù)的廣闊前景并勇敢的進(jìn)行了嘗試,希望能夠突破當(dāng)前的營(yíng)銷困境,實(shí)現(xiàn)房地產(chǎn)公司的可持續(xù)發(fā)展。在新形勢(shì)下,A房地產(chǎn)公司要思考改變營(yíng)銷策略以應(yīng)對(duì)低迷的市場(chǎng)環(huán)境。本文依據(jù)房地產(chǎn)電子商務(wù)發(fā)展的趨勢(shì),針對(duì)房地產(chǎn)企業(yè)A公司的發(fā)展現(xiàn)狀,提出了符合A公司自身實(shí)際情況的電子商務(wù)營(yíng)銷策略。首先,從文獻(xiàn)資料中獲得電子商務(wù)的研究狀況,依據(jù)房地產(chǎn)電子商務(wù)的發(fā)展?fàn)顩r、應(yīng)用狀況,學(xué)習(xí)一些房地產(chǎn)企業(yè)電子商務(wù)營(yíng)銷的成功經(jīng)驗(yàn)。其次,充分剖析了A房地產(chǎn)公司電子商務(wù)營(yíng)銷的宏觀和微觀環(huán)境,以及對(duì)比了當(dāng)前的房地產(chǎn)市場(chǎng)狀況,利用SWOT矩陣分析,總結(jié)出A房地產(chǎn)公司在電子商務(wù)營(yíng)銷過程中的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅。最后,針對(duì)當(dāng)前A公司房地產(chǎn)電子商務(wù)營(yíng)銷的實(shí)際狀況,明確了該公司電子商務(wù)營(yíng)銷策略的目標(biāo)與對(duì)象,從五個(gè)方面提出了公司電子商務(wù)營(yíng)銷策略實(shí)施的具體內(nèi)容,即打造房企特色品牌形象,加強(qiáng)與第三方電商平臺(tái)的合作;推進(jìn)關(guān)聯(lián)營(yíng)銷;推進(jìn)關(guān)系營(yíng)銷;推進(jìn)反應(yīng)營(yíng)銷;注重線上營(yíng)銷與線下營(yíng)銷的融合。通過電子商務(wù)營(yíng)銷策略方案的有效布局,幫助A房地產(chǎn)公司樹立新的電子商務(wù)營(yíng)銷理念,帶動(dòng)A房地產(chǎn)公司實(shí)現(xiàn)電子商務(wù)線上與線下營(yíng)銷的融合。
[Abstract]:As an important pillar of China's economic development, the real estate industry has developed very rapidly in recent years, and has formed a development upsurge in a period of time. The country supports the healthy development of the real estate industry. In order to curb the phenomenon of real estate market overheating caused by speculative property speculation, a variety of macro-control measures were introduced to rectify the real estate market. After a period of regulation and control, the development of the real estate industry slowed down gradually. The speed of the return of funds has been greatly reduced, and the stock of commercial housing is relatively high in some places. Developers urgently need to explore an efficient marketing means to break through this dilemma. In 2015, the scale of e-commerce transactions in China has exceeded 18 tillion yuan, e-commerce has gradually entered people's lives and been loved by people. People's shopping habits have also been affected by tremendous changes, people can not leave home to buy a wealth of goods online, very convenient. In such a context. Some far-sighted real estate developers have seen the broad prospects of the development of e-commerce and have tried bravely, hoping to break through the current marketing dilemma, to achieve the sustainable development of real estate companies in the new situation. A real estate company should think about changing the marketing strategy to cope with the depressed market environment. According to the trend of the development of real estate e-commerce, this paper aims at the development status of A real estate company. Put forward the E-commerce marketing strategy in line with the actual situation of company A. first, from the literature to obtain the status of e-commerce research, according to the development of e-commerce in real estate, the status of application. Learn some successful experience of E-commerce marketing in real estate enterprises. Secondly, analyze the macro and micro environment of E-commerce marketing of A real estate company, and compare the current situation of real estate market. Using SWOT matrix analysis, summed up A real estate company in the process of e-commerce marketing strengths, weaknesses, opportunities and threats. Finally, in view of the current A company real estate e-commerce marketing actual situation. This paper clarifies the target and object of the company's e-commerce marketing strategy, and puts forward the concrete contents of the implementation of the company's e-commerce marketing strategy from five aspects, that is, to create the characteristic brand image of the house and enterprise. Strengthening cooperation with third-party e-commerce platforms; Promoting the related marketing; Promoting relationship marketing; Promoting reaction marketing; Pay attention to the integration of online marketing and offline marketing. Through the effective layout of e-commerce marketing strategy, help A real estate company to set up a new E-commerce marketing concept. Drive A real estate company to achieve e-commerce online and off-line marketing integration.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.233.4;F724.6;F274

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