XX房地产公司网络营销策略研究.pdf

摘要

随着社会网络环境的飞速发展，网络营销的作用日益明显，网络营销以网络整合营销理论，软营销理论以及直复理论为核心，支撑网络营销的架构，以消费者为中心，分别以提升消费者的地位；让消费者主动接受信息和感知过程；完善双方的信息沟通桥梁。网络营销目的是为消费者构建一个互动高效的网络平台,适应时代的发展要求。

具体到中天房产公司的营运流程，针对现行该公司原有旧模式中包括信息渠道受阻、流程复杂、效率低下等问题和不足之处，结合战略分析理论、消费者行为分析和实际的调研，得出公司实行网络营销的必然性和可行性。

在原有的旧模式融入网络营销理念、打造网络平台运营渠道，实行渠道再造、实施网络信息管理、通过网络定价策略和网站的建设来实现整个计划，解决旧模式的存在的问题和不足之处，最终达到提升公司的工作效率和增加业绩的目的。

关键词：网络平台，运营流程，渠道再造

Abstract

Along with the rapid development of social network environment, the network marketing,network marketing is more and more important role in network marketing theory, soft marketing theory and the theory of dma framework, supporting network marketing, which is around to consumers for consumers, respectively, in order to improve the customer center. Respect for consumers and experience, consumers are active to accept the information, Build perfect communication bridge. Network marketing is generally for consumers to construct a platform of network interactive efficiency, adapt to the development of The Times.

To implement the specific property company operating flow zhongtian.since zhongtian company, existing in the original model including information channel and complex problems such as low efficiency, and the deficiency, combining strategy analysis theory, the consumer behavior analysis and investigation, the company implements the feasibility and necessity of network marketing.

In the original old model into the network marketing idea, build a network platform, operation channel, and channel reengineering of network information management, through the implementation of network pricing strategy and website construction, to realize the whole plan of the old model to solve the existing problems and deficiencies, eventually improve the working efficiency and increase the company's performance.

Keyword: Network platform, operation process, channel