【摘要】：隨著科學(xué)技術(shù)的發(fā)展,互聯(lián)網(wǎng)已經(jīng)滲透到國民經(jīng)濟的各個角落。房地產(chǎn)行業(yè)是國家經(jīng)濟的支柱行業(yè),供需的不平衡使房地產(chǎn)市場由賣方市場向買方市場轉(zhuǎn)變。因此,順應(yīng)時代潮流,創(chuàng)新營銷方式成為促進房地產(chǎn)行業(yè)持續(xù)發(fā)展的關(guān)鍵。本文以樂居網(wǎng)為例,解析了其網(wǎng)站入口引流端、樂居網(wǎng)數(shù)據(jù)庫建設(shè)、微博微信營銷策略、線上線下用戶轉(zhuǎn)化、客戶關(guān)系平臺建設(shè)等營銷環(huán)節(jié),并對其營銷模式進行評價,分析其優(yōu)劣。通過對樂居網(wǎng)的案例分析,本人初步構(gòu)建了房地產(chǎn)電商平臺網(wǎng)絡(luò)營銷的新模式。該模式以消費者數(shù)據(jù)庫建設(shè)為依托,通過資源整合,擴寬其入口渠道,利用線上與線下結(jié)合的營銷策略,并通過客戶關(guān)系平臺的建設(shè)提供后續(xù)的社區(qū)增值服務(wù),提升客戶的忠誠度。這一模式充分考慮了消費者購買的全過程,強調(diào)消費者與企業(yè)的互動,對當前的房地產(chǎn)電商網(wǎng)絡(luò)營銷具有一定的借鑒意義。
[Abstract]:With the development of science and technology, the Internet has penetrated into every corner of the national economy. The real estate industry is the pillar industry of the national economy. The imbalance of supply and demand makes the real estate market change from the seller's market to the buyer's market. Therefore, in keeping with the trend of the times, innovative marketing has become the key to promote the sustainable development of the real estate industry. Taking Leju as an example, this paper analyzes the marketing links, such as the entrance and drainage end of its website, the database construction of Leju net, the marketing strategy of Weibo WeChat, the transformation of online and offline users, the construction of customer relationship platform, and so on, and evaluates its marketing mode. Analyze its merits and demerits. Through the case analysis of Leju, I have initially constructed a new model of online marketing of real estate e-commerce platform. The model is based on the construction of consumer database, through the integration of resources, widening its access channels, using online and offline combination of marketing strategies, and through the construction of customer relationship platform to provide follow-up community value-added services, Enhance customer loyalty. This model fully considers the whole process of consumer purchase, emphasizes the interaction between consumers and enterprises, and has certain reference significance for the current E-commerce network marketing of real estate.
【作者單位】： 東北財經(jīng)大學(xué)工商管理學(xué)院;
【分類號】：F299.23;F724.6

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本文編號：2337207