房地产网络营销分析
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摘要
据中国互联网络信息中心统计,据CNNIC此前发布的中国互联网络发展状况统计报告,截止到2009年1月21日,中国的网民规模已经超过3亿人,成为世界上网民最多的国家。我国互联网事业正在持续快速的发展,互联网的影响正逐步渗透到人们生产、生活、工作、学习的各个角落。互联网服务业务方面:搜索引擎、在线交易、网络新闻、网络资讯服务等服务正被更多用户信赖、接受和使用。巨大的上网人群为房地产的网络营销提供了一个坚实的背景,网络产业经过若干年的发展,已经成为人们获取生活、消费资讯的重要渠道,对于某些群体来说,甚至是最主要渠道。另一方面,房地产营销方式也面临着越来越多的困难。房地产网络营销方式的出现从一定程度上缓解了传统营销出现的一些问题。
互联网的出现深刻地影响到了人类生活的各个角落,我们所处的时代已被称为“网络时代”或“后信息时代”。当然,市场营销也不可避免地受到了互联网的巨大冲击。随着互联网技术的不断发展,网络用户不断扩张,传统的营销手段逐渐失去了原有的光环,而互联网营销逐渐在营销领域占据着重要的地位。信息网络化浪潮正席卷全球,企业正逐步从传统市场转向网络空间市场。网络化是未来房地产发展的方向,它所带来的不仅是信息的沟通,而且将在更深层次上改变我们的开发模式,管理模式,营销模式直至生活方式。房地产作为与百姓生活息息相关的一种产品,与普通产品相比具有很大的独特性。从商品价值上说,是民用商品中价值最高,与家庭生活关系最大的一种商品。并且,它的不动产性使得其在销售过程中无法按普通商品的销售渠道进行产品推广,这使得房地产的销售成本较之一般行业要高出很多。房地产市场是一个典型的信息不对称市场,垄断竞争的市场,所以网络对市场环境的影响十分明显。互联网的发展,使得房地产的营销手段得以极大的丰富,给消费者购买提供了极大的便利,也给开发商的市场推广打开了一个崭新的窗口。
本文主要采用理论研究,比较研究等管理学常用研究方法。本文分为五个部分。第一章是绪论,阐述了网络营销的概念,房地产网络营销的应用,以及房地产网络营销的研究框架及内容。第二章对房地产网络营销的环境进行了分析,描述了房地产行业的定位以及现阶段房地产网络营销所存在的问题。第三章从网上消费者行为分析,房地产顾客购买行为的特殊性,房地产网络营销的市场调研等方面进行房地产网络营销的市场研究。第四章从产品策略,渠道策略,促销策略,价格策略,品牌策略等组合策略打造房地产网络营销。第五章论述了房地产企业网络营销的定位及实施过程及步骤。
By China Internet Network Information Center, as recently reported, by January 21,2009, the web users in China are more than 3 hundred million, and China becomes the country with the most web users. The web business is developing rapidly, and influences all respects of product, living, work and education. On the aspect of internet business, search engine, exchange online, web news, web information service are being trusted, accepted and used by more and more people. The large number of population accessing to internet offers a great background for real estate web marketing. After many years development, web business has become an important channel for people getting living and consumption information, and to some particular people, it is even the main channel. On the other side, real estate web marketing has encountered more and more troubles. Real estate web marketing partly solves some problems of traditional marketing.
Internet influences profoundly all aspects of human being lives, and our era has been called as net times or post-information times. Of course, marketing is also impacted greatly by internet unavoidable. With the keeping development of internet technology, and the continuous increase of internet user, the traditional marketing means is losing its glory, and internet marketing will occupy the vital position of marketing area. The tide of information online is covering the whole globe, and enterprises are turning from traditional market to cyber-market. On-internet is the tendency of the future real estate business, with not only the communication of information ,but also the changed development mode, management mode, marketing mode, and even living pattern. As a product linking everything to people’s living, real estate is particular compared with other common commodities. As to its value, it’s one of the greatest product with its high price and relationship to family life. And, its feature of real estate makes it hard to promote as other products, thus making its sale cost much higher than other businesses. Real estate market is of typical information asymmetry and monopolistic competition, so internet impacts on market environment obviously. The development of internet enriches the marketing means of real estate, presents great convenience for the customers’purchase, and offers a new channel for developers’promotion.
The paper applies theory study, comparison study and other popular research methods. There are 5 subsections. The first is introduction, describing the idea of internet marketing, the application of real estate internet marketing, the structure and content of real estate marketing. The second chapter analyzes the environment of real estate web marketing , and describes the positioning of the real estate business and the existed problems of current real estate web marketing. The third analyzes the market of real estate internet marketing from the aspects of the behaviors of customer online, the particularity of real estate purchase, market investigation of real estate internet marketing. The fourth exploration the establishing of real estate internet marketing with comprehensive methods of channel, promotion, pricing, brand and so on. The fifth argues the position, performance and the steps of real estate internet marketing.
互联网的出现深刻地影响到了人类生活的各个角落,我们所处的时代已被称为“网络时代”或“后信息时代”。当然,市场营销也不可避免地受到了互联网的巨大冲击。随着互联网技术的不断发展,网络用户不断扩张,传统的营销手段逐渐失去了原有的光环,而互联网营销逐渐在营销领域占据着重要的地位。信息网络化浪潮正席卷全球,企业正逐步从传统市场转向网络空间市场。网络化是未来房地产发展的方向,它所带来的不仅是信息的沟通,而且将在更深层次上改变我们的开发模式,管理模式,营销模式直至生活方式。房地产作为与百姓生活息息相关的一种产品,与普通产品相比具有很大的独特性。从商品价值上说,是民用商品中价值最高,与家庭生活关系最大的一种商品。并且,它的不动产性使得其在销售过程中无法按普通商品的销售渠道进行产品推广,这使得房地产的销售成本较之一般行业要高出很多。房地产市场是一个典型的信息不对称市场,垄断竞争的市场,所以网络对市场环境的影响十分明显。互联网的发展,使得房地产的营销手段得以极大的丰富,给消费者购买提供了极大的便利,也给开发商的市场推广打开了一个崭新的窗口。
本文主要采用理论研究,比较研究等管理学常用研究方法。本文分为五个部分。第一章是绪论,阐述了网络营销的概念,房地产网络营销的应用,以及房地产网络营销的研究框架及内容。第二章对房地产网络营销的环境进行了分析,描述了房地产行业的定位以及现阶段房地产网络营销所存在的问题。第三章从网上消费者行为分析,房地产顾客购买行为的特殊性,房地产网络营销的市场调研等方面进行房地产网络营销的市场研究。第四章从产品策略,渠道策略,促销策略,价格策略,品牌策略等组合策略打造房地产网络营销。第五章论述了房地产企业网络营销的定位及实施过程及步骤。
By China Internet Network Information Center, as recently reported, by January 21,2009, the web users in China are more than 3 hundred million, and China becomes the country with the most web users. The web business is developing rapidly, and influences all respects of product, living, work and education. On the aspect of internet business, search engine, exchange online, web news, web information service are being trusted, accepted and used by more and more people. The large number of population accessing to internet offers a great background for real estate web marketing. After many years development, web business has become an important channel for people getting living and consumption information, and to some particular people, it is even the main channel. On the other side, real estate web marketing has encountered more and more troubles. Real estate web marketing partly solves some problems of traditional marketing.
Internet influences profoundly all aspects of human being lives, and our era has been called as net times or post-information times. Of course, marketing is also impacted greatly by internet unavoidable. With the keeping development of internet technology, and the continuous increase of internet user, the traditional marketing means is losing its glory, and internet marketing will occupy the vital position of marketing area. The tide of information online is covering the whole globe, and enterprises are turning from traditional market to cyber-market. On-internet is the tendency of the future real estate business, with not only the communication of information ,but also the changed development mode, management mode, marketing mode, and even living pattern. As a product linking everything to people’s living, real estate is particular compared with other common commodities. As to its value, it’s one of the greatest product with its high price and relationship to family life. And, its feature of real estate makes it hard to promote as other products, thus making its sale cost much higher than other businesses. Real estate market is of typical information asymmetry and monopolistic competition, so internet impacts on market environment obviously. The development of internet enriches the marketing means of real estate, presents great convenience for the customers’purchase, and offers a new channel for developers’promotion.
The paper applies theory study, comparison study and other popular research methods. There are 5 subsections. The first is introduction, describing the idea of internet marketing, the application of real estate internet marketing, the structure and content of real estate marketing. The second chapter analyzes the environment of real estate web marketing , and describes the positioning of the real estate business and the existed problems of current real estate web marketing. The third analyzes the market of real estate internet marketing from the aspects of the behaviors of customer online, the particularity of real estate purchase, market investigation of real estate internet marketing. The fourth exploration the establishing of real estate internet marketing with comprehensive methods of channel, promotion, pricing, brand and so on. The fifth argues the position, performance and the steps of real estate internet marketing.
引文
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[1]Adegoke. Internet marketing continues to grow faster than any other form. New Media Age, 2004, 10:12
[2]大显科技.网络营销理论[DB/OL]. http://www.googlevip.org/htm/20071297K5bkK.htm, 2007
[3]赵小红.房地产网络营销策略创新[J].科技情报开发与经济,2001(11):64
[4]Bengtsson, Maria.Boter, Hakan.Vanyushyn, Vladimir.Integrating the Internet and Marketing Operations. International Small Business Journal, 2007, 25(1):27-48
[5]Quelch, John A.klein, Lisa R. The Internet and International Marketing. Sloan Management Review, 1996, 37 (3):60-75
[6]易勇,郑艳.房地产网络营销[J].重庆工业管理学院学报,1999,13(4):28
[7]徐斌.浅谈房地产网络营销[J].商业时代,2007(1): 85
[8]国务院信息化办公室推广应用组[J].国家电子商务电子简报,2008(01)
[9]房地产网络营销运作模式分析[DB/OL]. http://news.ffw.com.cn/html/article/21/2007-6/15/2007615140612429.shtml, 2007
[10]姚玲珍.房地产市场营销(第1版)[M].上海:上海财经大学出版社,2004:113
[11]尹军,尹丽.房地产市场营销(第1版)[M].北京:化学工业出版社,2005:28
[12]筑龙网.房地产营销方案实例精选集(第1版)[M].北京:机械工业出版社,2008:18-19
[13]王鹏.房地产网络营销的问题思考[J].福建电脑,2007(08):16-19
[14]彭广宇.我国企业网络营销的问题及对策[J].企业家天地,2008(07):58-59
[15]冯英健.大型企业网络营销问题多多[DB/OL]. http://www.se-express.com/marketingman/article06.htm, 2001
[16]吕波.浅议我国房地产网络营销的发展和创新[J].中国科技信息,2005(7):75
[17]房地产行业用网与网络营销现状[DB/OL]. http://www. 51bjhouse.com/html/20058/2005828144529. Html, 2005
[18] Adegoke. Internet marketing continues to grow faster than any other form. New Media Age,2004(10):p15
[19]钱平生.我国房地产网络营销[J].时代经贸,2007,5(34):112
[20]赵君阳.试论”产企业的网络营销”[J].现在商业,2008,(2):49
[21]郑伟.网络营销在房地产销售中存在的优势和问题的研究[J].现代商业,2008(8):195
[22]于颖,周宇.房地产市场营销(第1版) [M].大连:东北财经大学出版社,2005:64 [23营销策划.房地产市场调查与营销环境发现完全手册[DB/OL]. http://www.fangce.cn/Article/fcyj/200810/11855.shtml, 2008
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③郑伟.网络营销在房地产销售中存在的优势和问题的研究[J].现代商业,2008(8):195
①于颖,周宇.房地产市场营销(第1版) [M].大连:东北财经大学出版社,2005:64
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②房地产市场调查的实施要点[DB/OL]. http://news.kangju.com.cn/html/79/4926/, 2008
①石静.什么是网络营销[DB/OL]. http://www.chinavalue.net/Group/Topic/1069/, 2007
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①郭娅妮.绿色世纪地标——绿色中国博物馆[DB/OL]. http://www.greenl.org.cn/5d4.htm
①房地产与电子商务[DB/OL]. http://www.wxsoft.cn/p2003031801/wxmsgshow.asp?msgid=80, 2009
②孙新凤.定制营销实施的必要性和可行性探讨[J].南宁职业技术学院学报.2005,10(1):78-82
③龚振.大规模定制营销刍议.技术经济.1999(05):15-18
④网络定制营销:无缝问题更迅捷[DB/OL].http://www.wangtianxi.com/html/jigouzuixindongtai/jigouzuixinzhanshufengxian/2009/0122/123.html
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②袁德玲,宋福根,蔡丽丽.营销新模式——大规模定制营销的发展研究.现代管理科学,2008(07):91-93
③互联网能为中国房地产业做什么[DB/OL]. http://testit.anyp.com/utestit/19550-182003.aspx
①浅谈企业分销渠道的管理[DB/OL]. http://www.mba.org.cn/mbahtml/01400154/36115_1.html, 2009
②房地产市场营销——内涵及其意义[DB/OL]. http://www.hudong.com/wiki/%E6%88%BF%E5%9C%B0%E4%BA%A7%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80
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①詹新.网络化与房地产营销策略创新[J].中国房地产,2000(12):36
②龙志德.网络营销中的新星——对房地产进入网络营销的探析[J].时代金融,2007(05):78-80
③网络时代:房地产市场营销随风而动[DB/OL]. http://info.tgnet.cn/Detail/200612261152405803, 2006-12-26
①浅析营销策划之价格策划[DB/OL]. http://enterprises.cnft.org/planning/news/7/new_7_161_242.htm
②郭洪.品牌营销学[M].成都:西南财经大学出版社,2006,152-156
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①赵小红.房地产网络营销策略创新[J].科技情报开发与经济,2001,11(4):64
②唐文辉.房地产企业的网络营销[J].企业改革与管理,2007(5)
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②房地产行业网络营销的方法[DB/OL]. http://www.028rd.com/news/571.html
①窦化仑.房地产销售能否换个思路[J].营销实战,2008(04):88-89
①房地产企业精准营销方式的探讨[DB/OL]. http://www.bjwzc.cn/ny/ny73.htm
②彭光辉,甘德安.基于时间竞争的定制营销研究[DB/OL].http://www.mie168.com/htmlcontent.asp, 2006
①尹丽.房地产网络营销问题研究.吉林省经济干部管理干部学院学报,2008(03):40-42
①易勇,郑艳.房地产网络营销[J].重庆工业管理学院学报,1999,13(4):29
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[4]Bengtsson, Maria.Boter, Hakan.Vanyushyn, Vladimir.Integrating the Internet and Marketing Operations. International Small Business Journal, 2007, 25(1):27-48
[5]Quelch, John A.klein, Lisa R. The Internet and International Marketing. Sloan Management Review, 1996, 37 (3):60-75
[6]易勇,郑艳.房地产网络营销[J].重庆工业管理学院学报,1999,13(4):28
[7]徐斌.浅谈房地产网络营销[J].商业时代,2007(1): 85
[8]国务院信息化办公室推广应用组[J].国家电子商务电子简报,2008(01)
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[14]彭广宇.我国企业网络营销的问题及对策[J].企业家天地,2008(07):58-59
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[20]赵君阳.试论”产企业的网络营销”[J].现在商业,2008,(2):49
[21]郑伟.网络营销在房地产销售中存在的优势和问题的研究[J].现代商业,2008(8):195
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