本文關(guān)鍵詞：soufun公司網(wǎng)絡(luò)營銷策略研究　出處：《北京建筑大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：網(wǎng)絡(luò)營銷結(jié)合了互聯(lián)網(wǎng)技術(shù)與傳統(tǒng)營銷,屬于電子商務(wù)的重要組成部分。隨著網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代的到來,房地產(chǎn)領(lǐng)域迎來了房地產(chǎn)網(wǎng)絡(luò)營銷的熱潮。房地產(chǎn)網(wǎng)絡(luò)媒體通過強(qiáng)大的信息服務(wù)產(chǎn)品平臺(tái),為消費(fèi)者和產(chǎn)業(yè)鏈平臺(tái)用戶提供高效、便捷、專業(yè)的全方位服務(wù)。同時(shí)房地產(chǎn)網(wǎng)絡(luò)媒體建立的溝通平臺(tái)能夠?yàn)榉康禺a(chǎn)企業(yè)加強(qiáng)營銷創(chuàng)新服務(wù)。 soufun是一家房地產(chǎn)網(wǎng)絡(luò)營銷推廣和信息發(fā)布平臺(tái),其品牌在行業(yè)內(nèi)已享有很高的知名度。隨著房地產(chǎn)網(wǎng)絡(luò)營銷的迅速發(fā)展,soufun公司目前實(shí)施的網(wǎng)絡(luò)營銷策略在現(xiàn)在的房地產(chǎn)網(wǎng)絡(luò)營銷環(huán)境中存在一定的缺陷,由于網(wǎng)絡(luò)品牌策略意識(shí)缺乏、產(chǎn)品技術(shù)不能滿足用戶要求、用戶體驗(yàn)相對較差等問題,使soufun公司的營銷策略不能更好的發(fā)揮其網(wǎng)絡(luò)營銷的作用,限制了soufun公司的發(fā)展。 本文針對這一現(xiàn)象,以現(xiàn)在環(huán)境下房地產(chǎn)網(wǎng)絡(luò)營銷市場情況,分析soufun公司目前的網(wǎng)絡(luò)營銷策略現(xiàn)狀,提出soufun公司存在的網(wǎng)絡(luò)營銷策略問題,然后提出調(diào)整網(wǎng)絡(luò)營銷策略的建議,同時(shí)促進(jìn)soufun公司面對市場環(huán)境的變化,能夠更好的發(fā)展。
[Abstract]:Network marketing combines Internet technology with traditional marketing, which is an important part of electronic commerce. With the advent of the era of network economy. The real estate domain ushered in the real estate network marketing upsurge. The real estate network media through the powerful information service product platform, provides the high efficiency, the convenience for the consumer and the industry chain platform user. At the same time, the communication platform established by the real estate network media can strengthen the marketing innovation service for the real estate enterprises. Soufun is a real estate network marketing promotion and information publishing platform, its brand in the industry has enjoyed a high profile. With the rapid development of real estate network marketing. The network marketing strategy implemented by soufun company has some defects in the current real estate network marketing environment. Because of the lack of awareness of network brand strategy, the product technology can not meet the requirements of users. The relatively poor user experience makes the marketing strategy of soufun company unable to play its role of network marketing, which limits the development of soufun company. In view of this phenomenon, this paper analyzes the current situation of soufun Company's network marketing strategy based on the current situation of real estate network marketing market. This paper puts forward the problem of network marketing strategy in soufun company, and then puts forward some suggestions to adjust the network marketing strategy, at the same time, it can promote soufun company to face the change of market environment and develop better.
【學(xué)位授予單位】：北京建筑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F724.6;F299.233.4

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本文編號(hào)：1424081