MBA教育中心知识库

       在互联网经济的推动下，网络营销呈现出普及化、移动化和全球化的发展趋势，给各行各业的发展带来了新的机遇。房地产行业作为国民经济中的支柱型产业，在近些年却呈现出“降温”趋势。为此，房地产企业应在营销层面上推陈出新、大胆革新，借助“互联网+”谋求新的发展空间。作为一种新型的营销手段，网络营销凭借高效性、整合性、经济学、技术性、时域性等特点实现了企业与消费者更高效的沟通，为房地产行业打破目前销售困境提供了新的途径。基于网络营销和房地产行业融合发展的重要性和必要性，本文通过文献资料法、实证调研法、案例分析法等研究方法，选取鸿祥房地产有限公司作为具体研究对象，对其网络营销策略展开系统、深入的研究。

       文章首先介绍了研究的背景与意义、研究内容与研究方法，归纳了近年来具有代表性的研究成果，并对本文所使用到的4P理论进行了概括。基于鸿祥房地产公司网络营销环境和网络营销的现状的分析，从产品、价格、渠道、促销四个方面总结分析出鸿祥房地产公司在网络营销策略中存在的问题。其中产品策略中存在网络营销目标市场定位失当、网络营销缺乏相关管理制度支撑的问题；价格策略中存在价格策略单一、线上销售价格更新不及时和支付技术不成熟的缺点；渠道策略存在官网建设落后以及网络营销渠道选择散乱的不足；促销策略中存在线上和线下互动不够、网络舆论控制力量薄弱的问题。

        针对鸿祥房地产公司网络营销存在的问题，文章提出了开展网络营销领域消费市场细分、完善网络营销管理制度、完善价格策略和网络支付功能升级、拓宽网络互通渠道和重视人才建设、加强线上线下互动、提升网络舆论控制能力等优化建议。为确保以上优化建议的实施，根据鸿祥房地产公司的实际情况制定了相关保障措施。

        本研究旨在帮助以鸿祥房地产公司为代表的中小型房地产企业走出经营困局，制定出更为科学、高效的网络营销方案，促进房地产企业在激烈的市场竞争环境下实现健康、可持续发展。

    Under the impetus of the Internet economy, network marketing has shown a development trend of popularization, mobility and globalization, which has brought new opportunities to the development of all walks of life. As a pillar industry in the national economy, the real estate industry has shown a "cooling" trend in recent years. To this end, real estate enterprises should innovate and boldly innovate at the marketing level, and seek new development space with the help of "Internet +". As a new type of marketing means, network marketing has realized more efficient communication between enterprises and consumers by virtue of its high efficiency, integration, economics, technology, time domain and other characteristics, providing a new way for the real estate industry to break the current sales dilemma. Based on the importance and necessity of the integration and development of network marketing and real estate industry, this paper selects Hongxiang Real Estate Co., Ltd. as the specific research object through research methods such as literature data method, empirical research method and case analysis method, and conducts systematic and in-depth research on its network marketing strategy.

    Firstly, this paper introduces the research background and significance, research content and research methods, summarizes the representative research results in recent years, and summarizes the 4P theory used in this paper. Based on the analysis of the network marketing environment and the current situation of network marketing of Hongxiang real estate company, this paper summarizes and analyzes the problems existing in the network marketing strategy of Hongxiang real estate company from four aspects: product, price, channel and promotion. Among them, there are problems in product strategy, such as improper positioning of network marketing target market and lack of relevant management system support in network marketing; The price strategy has the disadvantages of single price strategy, untimely online sales price update and immature payment technology; The channel strategy has the disadvantages of backward construction of official website and scattered selection of network marketing channels; There are some problems in the promotion strategy, such as insufficient online and offline interaction and weak control of network public opinion.

    In view of the problems existing in the network marketing of Hongxiang real estate company, this paper puts forward some optimization suggestions, such as carrying out the consumer market segmentation in the field of network marketing, improving the network marketing management system, improving the price strategy and upgrading the network payment function, broadening the network communication channels and paying attention to talent construction, strengthening the online and offline interaction, and improving the ability of network public opinion control. In order to ensure the implementation of the above optimization suggestions, relevant safeguard measures have been formulated according to the actual situation of Hongxiang real estate company.

     This study aims to help small and medium-sized real estate enterprises represented by Hongxiang Real Estate Company get out of the business dilemma, formulate a more scientific and efficient network marketing plan, and promote the healthy and sustainable development of real estate enterprises in the fierce market competition environment.