本文主要利用文献分析法、定性分析法和案例分析法，从三四线房地产企业
网络营销的现状出发，结合实际，提出具体的解决对策。主要包括六个部分：第
一部分对本文的研究背景和意义等内容进行概述，并将研究问题进行介绍。第二
部分则针对网络营销的概念和特点，以及其与传统方式相比的优势进行对比。第
三部分针对全国房地产市场以及三四线房地产市场的现状、趋势进行分析。第四
部分则针对现行三四线房地产企业的营销现状，立足于实际，采用 SWOT 模式
进行分析，对其所面临的机遇和挑战，具备的能力和水平等内容进行详细的分析
第五部分则在前文研究的基础上，对实际所涉及到的问题提出相应的建议与策
略。第六部分通过惠州市皇庭壹号公馆项目的互联网营销模式给项目所带来的实
际效果进行案例研究
关键词：三四线城市；房地产企业；网络营销；环境；策略II
ABSTRACT
With the continuous development of e-commerce, Internet marketing as an
important part of e-commerce has also been applied. Its traditional publicity as a
template, which is combined with modern information network platform, forming
architecture style marketing model. Real estate companies during corporate marketing,
when the traditional marketing model and the network marketing combined business
marketing can play a very significant advantage, both are often able to complement
each other, on the economic and corporate image-building benefit, for the four-tier
cities real estate enterprises, especially, how to effectively use the computer
information technology to provide visibility, wider audience, get high sales
In this paper, the use of literature analysis, qualitative analysis and case analysis,
based on the real estate business of network marketing Analysis on Present Situation
three or four lines, combined with practical, concrete solutions proposed. Includes
four parts: part of the background and significance of this paper, an overview of the
content, and research questions are introduced. The second part of network marketing
concepts and features, as well as its advantages as compared with traditional methods
for comparison. The third part of the current marketing situation for three or four lines
of real estate business, based on the actual model using SWOT analysis, a detailed
analysis of its opportunities and challenges, with the ability and level of content. The
fourth part of the first research paper on the basis of practical problems related to the
proposed corresponding strategies and suggestions.
KEYWORDS: four-tiercities; realestatebusiness; marketing; Environment; StrategyIII
目 录
第 1 章 绪论 ...1
1.1 研究背景........1
1.2 研究意义........2
1.3 研究目的........2
1.4 文献综述........3
1.4.1 国外的研究综述 .......3
1.4.2 国内研究综述 ...........4
1.5 研究方法........5
1.6 研究内容........5
第 2 章 理论基础 .......6
2.1 互联网营销模式........6
2.1.1 互联网营销模式特点 ...........6
2.1.2 互联网营销模式优势 ...........8
2.1.3 互联网营销模式对于城市房地产营销策略的影响 ...........8
2.2 市场细分理论..........10
2.2.1 市场细分的概念 .....10
2.2.2 市场细分战略在实践中的发展 .....10
2.3 房地产市场供求特征.......... 11
第 3 章 全国房地产市场分析 .........13
3.1 全国房地产市场概况..........13
3.1.1 房地产行业发展现状 .........13
3.1.2 全国各城市房地产发展情况 .........14
3.2 三四线城市房地产概况......15
3.2.1 三四线城市房地产行业概况 .........15
3.2.2 三四线城市房地产行业发展趋势 .15
3.3 国家对房地产的政策导向分析......17
3.3.1 供给侧改革指引房地产市场去库存 .........17
3.3.2 正向刺激政策主导房地产市场进程 .........17
3.3.3 购房政策助力楼市，降低购房门槛 .........18IV
第 4 章 三四线城市房地产营销现状 .........20
4.1 三四线城市房地产营销策略出现的问题..20
4.1.1 网络营销不能满足消费者需求 .....20
4.1.2 网络营销配套服务相对薄弱 .........21
4.1.3 网络营销环境恶化 .21
4.2 三四线城市房地产营销策略问题的原因..21
4.3 基于互联网营销模式三四线城市房地产营销策略 SWOT 分析 23
4.3.1 房地产网络营销的优势 .....23
4.3.2 房地产网络营销的劣势 .....24
4.3.3 房地产网络营销的机遇 .....25
4.3.4 房地产网络营销的挑战 .....25
第 5 章 基于互联网营销模式三四线城市房地产营销策略分析.27
5.1 分析目标群体特征..27
5.2 制定网络营销定价策略......28
5.3 选择网络营销传播渠道......29
5.4 确定网络营销销售策略......31
5.5 采用多种网络营销手段......32
5.5.1 品牌营销 .....32
5.5.2 特色营销 .....35
5.5.3 文化营销 .....35
5.6 政府提供支持..........36
第 6 章 惠州皇庭壹号公馆项目案例分析.38
6.1 皇庭壹号公馆项目简介
。。。以上简介无排版格式，详细内容请下载查看
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