MBA教育中心知识库

       伴随着国家“房住不炒”的政策导向和多轮限购政策的落地，兰州房地产市场步入深度调整阶段,加之 2020 年开始的新冠疫情带来的持续影响，房地产开发企业开展传统线下营销压力加大，这使得其必须及时调整自身营销策略和经营理念，打造由网络营销渠道和售楼中心等实体渠道组成的整合营销架构，利用现代互联网技术开展网络营销成为房地产开发企业规避市场风险、缓解疫情冲击，实现营销破局的必由之路。
       本论文通过对网络营销的涵义、特点以及市场营销环境、营销组合等相关概念和理论的梳理，结合对国内外网络营销研究现状的分析，为本案例研究提供了理论依据。通过采用调查法、对比分析法等方法研究甘肃省城市房地产开发有限责任公司（下文简称：甘肃城市地产公司）开展网络营销面临的宏观、微观环境，综合运用 SWOT 分析法深入分析公司网络营销业务流程中自身存在的优、劣势，面临的市场机会与挑战，为探索制定行之有效的网络营销策略提供了依据。
       本论文在收集整理甘肃城市地产公司网络营销最新数据资料的基础上，从产品、价格、渠道、促销四个方面剖析公司网络营销策略的现状，深入分析甘肃城市地产公司网络营销策略中存在的问题，从而对其网络营销策略提出有针对性的优化建议和策略实施的保障措施。
       论文提出的网络营销策略优化建议有利于提升甘肃城市地产公司的网络营销服务能力和整体营销水平，最大限度地降低新冠疫情等不利因素带来的影响，对企业完成预期销售目标有现实指导意义，也为同类企业提供可供借鉴和参考的依据和行动指引。

         With the implementation of the national policy of "housing, not speculating," and the implementation of multiple rounds of purchase restrictions, the Lanzhou real estate market has entered a stage of in-depth adjustment. Coupled with the continuous impact of the new crown epidemic that began in 2020, real estate development companies have carried out traditional offline marketing. The pressure is increasing, which makes it necessary to adjust its own marketing strategy and business philosophy in a timely manner, create an integrated marketing structure composed of online marketing channels and sales centers and other physical channels, and use modern Internet technology to carry outonline marketing to become a real estate development enterprise to avoid
market risks, The only way to alleviate the impact of the epidemic and achieve a breakthrough in marketing. 
       This thesis provides a theoretical basis for this case study by sorting out the meaning and characteristics of network marketing, and related concepts and theories such as marketing environment and marketing mix, combined with the analysis of the research status of network marketing at home and abroad. By using survey method, comparative analysis method and other methods to study the macro and micro environment faced by Gansu Urban Real Estate Development Co., Ltd. (hereinafter referred to as Gansu Urban Real Estate Company) to carry out network marketing,and comprehensively use SWOT analysis method to deeply analyze the company's network marketing business process The advantages and disadvantages, market opportunities and challenges faced by the company provide a basis for exploring and formulating effective network marketing strategies. 
        On the basis of collecting and sorting out the latest data of Gansu urban real estate company's network marketing, this paper analyzes the current situation of the company's network marketing strategy from the four aspects of product, price, channel and promotion, and deeply analyzes the problems existing in the network marketing strategy of Gansu urban real estate company, so as to put forward targeted
optimization suggestions and safeguard measures for its network marketing strategy. 
       The network marketing strategy optimization suggestions put forward in this paper are conducive to improving the network marketing service ability and overall marketing level of urban real estate, and
minimizing the impact of unfavorable factors such as the new crown epidemic. Similar enterprises provide basis and action guidelines for reference and reference.