房地产网络营销分析

中南民族大学硕士学位论文房地产网络营销分析姓名：应锐申请学位级别：硕士专业：企业管理指导教师：余序洲20090515ICNNIC20091213IIAbstractByChinaInternetNetworkInformationCenter,asrecentlyreported,byJanuary21,2009,thewebusersinChinaaremorethan3hundredmillion,andChinabecomesthecountrywiththemostwebusers.Thewebbusinessisdevelopingrapidly,andinfluencesallrespectsofproduct,living,workandeducation.Ontheaspectofinternetbusiness,searchengine,exchangeonline,webnews,webinformationservicearebeingtrusted,acceptedandusedbymoreandmorepeople.Thelargenumberofpopulationaccessingtointernetoffersagreatbackgroundforrealestatewebmarketing.Aftermanyyearsdevelopment,webbusinesshasbecomeanimportantchannelforpeoplegettinglivingandconsumptioninformation,andtosomeparticularpeople,itiseventhemainchannel.Ontheotherside,realestatewebmarketinghasencounteredmoreandmoretroubles.Realestatewebmarketingpartlysolvessomeproblemsoftraditionalmarketing.Internetinfluencesprofoundlyallaspectsofhumanbeinglives,andourerahasbeencalledasnettimesorpost-informationtimes.Ofcourse,marketingisalsoimpactedgreatlybyinternetunavoidable.Withthekeepingdevelopmentofinternettechnology,andthecontinuousincreaseofinternetuser,thetraditionalmarketingmeansislosingitsglory,andinternetmarketingwilloccupythevitalpositionofmarketingarea.Thetideofinformationonlineiscoveringthewholeglobe,andenterprisesareturningfromtraditionalmarkettocyber-market.On-internetisthetendencyofthefuturerealestatebusiness,withnotonlythecommunicationofinformation,butalsothechangeddevelopmentmode,managementmode,marketingmode,andevenlivingpattern.Asaproductlinkingeverythingtopeople’sliving,realestateisparticularcomparedwithothercommoncommodities.Astoitsvalue,it’soneofthegreatestproductwithitshighpriceandrelationshiptofamilylife.And,itsfeatureofrealestatemakesithardtopromoteasotherproducts,thusmakingitssalecostmuchhigherthanotherbusinesses.Realestatemarketisoftypicalinformationasymmetryandmonopolisticcompetition,sointernetimpactsonmarketenvironmentobviously.Thedevelopmentofinternetenrichesthemarketingmeansofrealestate,presentsgreatconvenienceforthecustomers’purchase,andoffersanewchannelfordevelopers’promotion.Thepaperappliestheorystudy,comparisonstudyandotherpopularresearchmethods.Thereare5subsections.Thefirstisintroduction,describingtheideaofinternetmarketing,theapplicationofrealestateinternetmarketing,thestructureandIIIcontentofrealestatemarketing.Thesecondchapteranalyzestheenvironmentofrealestatewebmarketing,anddescribesthepositioningoftherealestatebusinessandtheexistedproblemsofcurrentrealestatewebmarketing.Thethirdanalyzesthemarketofrealestateinternetmarketingfromtheaspectsofthebehaviorsofcustomeronline,theparticularityofrealestatepurchase,marketinvestigationofrealestateinternetmarketing.Thefourthexplorationtheestablishingofrealestateinternetmarketingwithcomprehensivemethodsofchannel,promotion,pricing,brandandsoon.Thefiftharguestheposition,performanceandthestepsofrealestateinternetmarketing.KeyWords:RealEstateOnlineMarketingRealEstateOnlineMarketing111.1Internet1.21.2.114P4P:ProductPircePromotionPlace4C(Consumerwantsandneeds,Cost,Convenience,Communication[1]Adegoke.Internetmarketingcontinuestogrowfasterthananyotherform.NewMediaAge,2004,10:1221.12,,,,,,,Quelch,JohnA.klein,LisaR.TheInternetandInternationalMarketing.SloanManagementReview,1996,37(3):50.[DB/OL].:(1)WebE-mail(2)(3)(4);1.2.311.[J].,2001(11):645BBSBBS2InternetInternet320081225-35InternetInternet,,,,:[DB/OL].=5326,2006Quelch,JohnA.klein,LisaR.TheInternetandInternationalMarketing.SloanManagementReview,1996,37(3):60-7564Internet5,,,24212,.[J].,1999,13(4):2873TCP/IP41.31.3.1.[J].,2007(1):85[J].,2008(01)[DB/OL].(macroenvironment)Bengtsson,Maria.Boter,Hakan.Vanyushyn,Vladimir.IntegratingtheInternetandMarketingOperations.InternationalSmallBusinessJournal,2007,25(1):27-48.(1)[M].:,2004:11310(microenvironment)2.1.212,.(1)[M].:,2005:28.(1)[M].:,2008:18-19.[J].,2007(08):16-19.[J].,2008(07):58-591132.22.2.11Flash23.[DB/OL].[J].,2005(7):75124360javaVR52.2.2,2.31.[DB/OL].(10):p1513iProspectiProspect85%5052JupiterMediaMetrixFLASHJupiter40%20%Jupiter59%28%26%3,,,.[J].,2007,5(34):112.[J].,2008,(2):49.[J].,2008(8):19514,,,,4.,;,,,,,,,,,,,,,;,,,,,,,,,,,,.(1)[M].:,2005:6415,,,,,1633.112Internet34.[DB/OL].[DB/OL].(61):15-1918453.33.3.13.3.2..,2008(03):40-42[DB/OL].[DB/OL].