摘要
信息时代的到来让人们对于社交网络营销的重视程度越来越高,
社交网络营销己经成为房地产企业最重要的营销方式之一,这为房地
产企业的销售带来了更加方便的渠道,并且改善了网络营销的价格。
明智的房地产商要想更好地去赢得发展,就必须要重视网络营销,加
强信息时代的社交网络营销运用。当前,不少房地产企业都将社交网
络营销上升到企业发展的战略高度上,并且加大了研究力度,以此更
好地迎合消费者的需求。
通过研究,本人对于当前我国房地产企业网络营销的现状有了更
加深入的了解。我们可以看到当前房地产企业对于社交网络营销的重
视程度还是比较高的,并且已经将社交网络充分地运用到了实际的市
场销售中,这是值得肯定的。我国房地产企业在网络营销的摸索过程
中已经取得了较为突出的成绩,并且具有自身相应的营销策略,社交
网络营销在其中发挥着重要的作用。但是我们还是需要看到,当前我
国地产企业在此过程中还存在着较为突出的问题,例如网络营销体系
尚未搭建、网络营销定位不准确、人才队伍整体水平不高、网络营销
渠道比较单一等多个问题。对此,房地产企业必须要制定科学合理的
网络营销策略。结合实际情况,我们主要可以从以下几个方面进行入
手:明确营销策略定位、搭建网络营销体系、建立优秀人才队伍、拓
宽网络营销渠道等。这些对于进一步改善房地产企业网络营销具有很大的意义。虽然当前我国网络营销过程中还存在一定的不足,但是其
并不影响网络营销在房地产企业的运用与发展,相信在不久的未来,
网络营销在房地产企业的运用将更加广泛,作用也将更加突出。
关键词:A房地产企业、社交网络营销、策略
北京化工大学硕士学位论文
Research on Social Network Marketing Strategy of Real Estate
Enterprises
Abstract
The arrival of the information age so that people pay more attention
to the importance of network marketing, Internet marketing has become
one of the most important real estate business marketing, which for the
real estate business sales have brought more convenient channels, and
improve the network marketing the price of. Wise real estate business in
order to better to win the development, we must pay attention to network
marketing, strengthen the information age network marketing use. At
present, many real estate companies will be network marketing to the
strategic level of enterprise development, and increased research efforts,
in order to better meet the needs of consumers.
Through the research, I face with the current real estate business
network marketing status of our country have a more in-depth
understanding. We can see the current real estate business for the degree
of attention to the network marketing is still relatively high, and has been
fully applied to the network marketing to the actual market sales, which is
worthy of recognition. China&39;s real estate enterprises in the process of
network marketing has made more outstanding achievements, and has itsown corresponding marketing strategy, network marketing in which play
an important role. But we still need to see that the current process of
China&39;s A network marketing in China there are more prominent issues,
such as network marketing positioning is not accurate, the network
marketing marketing system has not yet been built, the overall level of
talent is not high, the network marketing channel more single problem. In
this regard, the real estate business must develop a scientific and rational
network marketing strategy. Combined with the actual situation, we can
start from the following aspects: a clear marketing strategy positioning,
build a network marketing system, the establishment of outstanding
personnel, broaden the network marketing channels. Which is to further
improve the real estate business network marketing is of great
significance. Although the current network marketing process in China
there are still some shortcomings, but it does not affect the network
marketing in the use of real estate enterprises and development, I believe
in the near future, the use of Internet marketing in the real estate business
will be more extensive, the role will be more prominent The
Key words: A real estate enterprise, social network marketing, strategy目录
第1章绪论5
1.1研究背景及意义
5
1.1.1房地产企业运用社交网络营销的发展过程
5
1.1.2社交网络营销的起源和发展
7
1.1.3社交网络营销带来的房地产营销变革与机遇
8
1.2研究价值
9
1.3石开究思路及方法
11
1.3.1研究思路
11
1.3.2研究方法
12
1.3.3研究框架和内容
12
第2章基础理论综述
13
2.1社交网络营销相关文献综述
13
2.1.1国外研究综述
13
2.2.2国内研究综述
15
2.2社交网络营销的理论基础
19
2.2.1社交网络营销的定义
19
2.2.2社交网络营销的特征
20
2.3房地产企业社交网络营销的涵义及特点
24
2.3.1房地产企业社交网络营销的涵义
24
2.3.2房地产企业社交网络营销的方式
25
2.3.3房地产企业社交网络营销的特点
25
第3章A房地产企业社交网络营销现状及问题分析
27
3.1A房地产企业基本情况
27
3.2A房地产企业市场营销现状分析
27
3.3A房地产企业社交网络营销现存问题分析
29
3.3.1社交网络营销定位不准确
293.3.2社交网络营销体系尚未搭建
29
3.3.3人才队伍整体水平不高
30
3.3.4社交网络营销渠道比较单一
31
第4章A房地产企业社交网络营销对策分析
33
4.1明确营销策略定位
33
4_2搭建社交网络营销体系
34
4.3建立优秀人才队伍

34
4.4丰富网络营销方式
36
第5章结论
38
5.1总结38
5.239
5.3MW.39
参考文献
41
iCM46
作者和导师简介
47table of Contents
Chapter 1 Introduction
5
1.1 Research background and significance
5
1.1.1the development of real estate enterprises using social network
marketing process
5
1.1.2The origin and development of social network marketing
7
1.1.3Real estate marketing change and opportunity brought by social
network marketing
8
1.2Research value

9
1.3Research ideas and methods
11
1.3.1Research ideas
11
1.3.2Research methods
12
1.3.3Research Framework and Content
12
Chapter 2 Summary of Basic Theory
13
2.1Social network marketing related literature review
13
2.1.1Summary of Foreign Studies
13
2.2.2Summary of Domestic Studies
15
2.2The theoretical basis of social network marketing
19
2.2.1Definition of Social Network Marketing
19
2.2.2Social network marketing features
20
2.3The meaning and characteristics of social network marketing of real estate
enterprises
24
2.3.1The meaning of social network marketing of real estate enterprises... 24
2.3.2Real estate business social network marketing way
25
2.3,3The characteristics of social network marketing of real estate
enterprises

25
Chapter 3 The Status and Problems of Social Network Marketing in
Real Estate Enterprises
27
3.1Basic situation of real estate enterprises
27
3.2Analysis on the Current Situation of Marketing of Real Estate Enterprises 27
3.3An Analysis of the Existing Problems of Social Network Marketing in Real
Estate Enterprises
29
3.3.1 Social network marketing positioning is not accurate
..293.3.2social network marketing system has not yet set up
29
3.3.3The overall level of talent is not high
30
3.3.4sociaI network marketing channel comparison single
31
Chapter 4 A Analysis of Social Network Marketing Countermeasures
for Real Estate Enterprises
33
4.1Clear marketing strategy positioning
33
4.2to build social network marketing system

34
4.3Establish an excellent talent team ;
34
4.4rich network marketing methods
36
Chapter 5 Conclusion
38
5.1Summary
38
5.2 Less than
39
5.3Thanks

39
reference documentation
41
express