【摘要】：中國房地產(chǎn)市場競爭日益激烈催生出營銷手段的不斷創(chuàng)新。隨著中國網(wǎng)民的總數(shù)超過6億,以互聯(lián)網(wǎng)為載體的網(wǎng)絡(luò)口碑營銷方興未艾,作為耐用消費品的典型代表,房地產(chǎn)行業(yè)與網(wǎng)絡(luò)口碑營銷存在著許多天然的契合點,但目前國內(nèi)房地產(chǎn)網(wǎng)絡(luò)口碑營銷行業(yè)還處于起步階段,尚無成熟的理論體系和方法論總結(jié),本文通過對現(xiàn)階段中國房地產(chǎn)網(wǎng)絡(luò)口碑營銷市場的三大模式的歸類與分析,總結(jié)特色,歸納問題并提出相應(yīng)改進(jìn)方案,試圖梳理出適合不同階段不同環(huán)境下中國房地產(chǎn)市場營銷需要的網(wǎng)絡(luò)口碑營銷模式。本文從國內(nèi)房地產(chǎn)網(wǎng)絡(luò)口碑營銷現(xiàn)狀及問題出發(fā),以特色、優(yōu)點、不足、典型案例、適用范圍、改進(jìn)思路、行業(yè)對比等角度對“萬科模式”、“碧桂園模式”和以“亦莊硅谷模式”這三大現(xiàn)階段中國房地產(chǎn)網(wǎng)絡(luò)口碑營銷經(jīng)典模式進(jìn)行分析研究后,對國內(nèi)房地產(chǎn)網(wǎng)絡(luò)口碑營銷模式從口碑營銷平臺、口碑營銷內(nèi)容和營銷的評估體系三方面提出了改進(jìn)措施和建議。
[Abstract]:China's real estate market increasingly fierce competition spawned the continuous innovation of marketing means. With the total number of Chinese Internet users more than 600 million, Internet word-of-mouth marketing is in the ascendant. As a typical representative of consumer durable goods, real estate industry and network word-of-mouth marketing have many natural points of convergence. However, the domestic real estate online word-of-mouth marketing industry is still in its infancy, there is no mature theoretical system and methodology summary. This paper classifies and analyzes the three models of China's real estate online word-of-mouth marketing market at the present stage. This paper summarizes the characteristics, induces the problems and puts forward the corresponding improvement schemes, and tries to sort out the network word-of-mouth marketing mode which is suitable for the needs of Chinese real estate marketing in different stages and different environments. This article proceeds from the domestic real estate network word-of-mouth marketing present situation and the question, with the characteristic, the merit, the insufficiency, the typical case, the scope of application, the improvement thought, the industry contrast and so on angle to "the Vanke pattern", After analyzing and studying the "country Garden Model" and the "Yizhuang Silicon Valley Model", which are the three classical models of online word-of-mouth marketing in China's real estate at this stage, this paper analyzes the domestic real estate online word-of-mouth marketing model from the word-of-mouth marketing platform. The improvement measures and suggestions are put forward in three aspects: the content of word-of-mouth marketing and the evaluation system of marketing.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F299.23

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