房地产行业已从过热的“黄金时代”回归到理性的“白银时代”，行业整体下 降，供需逆转。由于房地产交易具有异质性、固定性、交易复杂等特点，传统的B2B、 B2C、C2C等模式已经不再具有市场竞争力，房地产O2O平台迅速崛起，目前，国内 房地产电子商务平台数量众多，例如：搜房网、腾讯房产、新浪乐居、网易房产、 房多多、评房网等。然而这些企业很难对线上和线下优势资源进行全面整合，暂时 还无法替代传统的销售渠道。部分企业错误理解 O2O的实质，只是简单的把线上运 营作为线下运营的宣传工具或营销渠道，其落后的运作模式依然没有改变。如果不 能进行有效的运营管理，很难在整个行业占据市场份额。因此，如何进行有效的运 营管理房地产销售平台的当务之急。 本文选取A公司进行研究，研究内容包括几个组成部分：第一章，绪论。涵盖 本文的研究背景、国内外相关研究资料、研究创新之处。第二章，相关概念和理论 基础。对本文提到的房产电商或是O2O商业模式等做了重要论述；对本文研究当中 采用的价值链理论等做了具体分析，介绍了网络效应网络平台模式，用户增长模型 和用户画像理论，为下文研究提供理论参考依据。第三章，国内房产电商外部环境 分析，行业趋势与宏观环境。第四章，A公司运营策略现状分析。第五章，A公司运 营策略现状调研结果及问题分析。采用问卷调查的方式分析A公司目前运营策略存 在的不足之处，以及产生这些不足的原因。第六章，提出A公司运营策略优化的方 法和策略。第七章，对A公司运营的分析研究进行总结和展望。本文的创新点在于 将A互联网房地产营销公司作为研究对象，主要分析了其运营策略的创新，并发放 调查问卷，研究了该企业O2O模式下运营策略不足之处。最后，参考价值链理论、 用户增长模型等研究O2O模式下房地产行业发展过程中出现的问题，针对问题提出 改进措施，制定相应的运营策略，改变目前的运营模式，使其能够在众多互联网房 地产营销企业当中展现其竞争优势。 关键词：房地产；O2O平台；运营策略  I ABSTRACT The real estate industry has returned from the overheated "golden era" to the rational "silver era", with the overall decline of the industry and the reversal of supply and demand. Due to the complexity of real estate transactions have heterogeneity, fixity, trade and other characteristics, the traditional pattern of B2B, B2C, C2C and other no longer has the market competitive power, real estate rapidly emerging O2O platform, at present, the domestic real estate e-commerce platform are numerous, such as: soufun, tencent property, sina, netease, real estate, in room, a review of the book, etc. However, it is difficult for these enterprises to comprehensively integrate online and offline advantageous resources, and they cannot replace the traditional sales channels for the time being. Some enterprises misunderstand the essence of O2O and simply regard online operation as a publicity tool or marketing channel for offline operation. Their backward operation mode remains unchanged. Without effective operational management, it is difficult to gain market share in the whole industry. Therefore, how to effectively operate and manage the real estate sales platform is urgent. This paper selects A company for research, which includes several parts: chapter 1, introduction. This paper covers the research background, relevant research materials at home and abroad, and research innovations. Chapter two, related concepts and theoretical basis. An important discussion is made on the real estate e-commerce or O2O business model mentioned in this paper. This paper makes a specific analysis of the value chain theory adopted in this study, introduces the network effect network platform model, user growth model and user portrait theory, and provides theoretical reference for the following research. Chapter three analyzes the external environment of domestic real estate e-commerce, industry trends and macro environment. Chapter four, analysis of the current situation of company A's operation strategy. The fifth chapter, A company operating strategy status quo research results and problem analysis. Questionnaire survey is adopted to analyze the deficiencies of company A's current operation strategy and the reasons for these deficiencies. The sixth chapter puts forward the optimization methods and strategies of A company's operation strategy. Chapter 7 summarizes and looks forward to the analysis and research on the operation of company A. The innovation of this paper lies in taking A Internet real estate marketing company as the research object, mainly analyzing the innovation of its operation strategy, issuing questionnaires, and studying the deficiencies of its operation strategy under the O2O model. Finally, by  II referring to the value chain theory and user growth model, the author studied the problems in the development process of the real estate industry under the O2O model, proposed improvement measures, formulated corresponding operation strategies, and changed the current operation model so that it could show its competitive advantages among numerous Internet real estate marketing enterprises.. KEYWORDS: Real estate; O2O platform; operating strategy  1 目 录 第一章 绪论 .............................................. 1 第一节 研究的背景与意义 .......................................... 1 一、研究的背景 ................................................. 1 二、研究的意义 ................................................. 1 第二节 国内外研究现状 ............................................ 2 一、关于电子商务运营的研究 ..................................... 2 二、关于O2O运营模式研究 ....................................... 2 三、房地产企业与网络运营的研究 ................................. 4 第三节 研究内容与方法 ............................................ 4 一、研究内容 ................................................... 4 二、研究方法 ................................................... 5 第四节 创新点 .................................................... 5 第二章 相关概念和理论基础 .............................. 6 第一节 相关概念 .................................................. 6 一、房产电商 ................................................... 6 二、O2O商业模式 ................................................ 6 三、运营策略 ................................................... 7 四、企业电子商务运营 ........................................... 7 第二节 理论基础 .................................................. 8 一、价值链理论 ................................................. 8 二、网络效应与网络平台模式 ..................................... 8 三、用户增长模型——AARRR转换漏斗模型 .......................... 9 四、用户画像 .................................................. 10 第三章 国内房产电商外部环境分析 ....................... 11 第一节 宏观环境分析 ............................................. 11 一、政治环境分析 .............................................. 11 二、经济环境分析 .............................................. 12 三、社会环境分析 .............................................. 12  2 四、技术环境分析 .............................................. 13 第二节 国内房产电商的发展趋势分析 ............................... 14 一、行业竞争格局分析 .......................................... 14 二、行业发展趋势分析 .......................................... 15 第四章 A公司运营策略现状分析 .......................... 16 第一节 A公司概况 ............................................... 16 第二节 主营业务分析 ............................................. 16 第三节 A公司运营策略现状分析 ................................... 17 第五章 A公司运营策略现状调研结果及问题分析 ............ 18 第一节 调査问卷设计 ............................................. 18 一、调查问卷目的 .............................................. 18 二、设计调查问卷 .............................................. 18 三、调查问卷量表 .............................................. 18 第二节 调查问卷取样 ............................................. 20 第三节 调查结果分析 ............................................. 20 一、线上线下的态度 ............................................ 22 二、购房习惯的决策 ............................................ 22 三、O2O平台的实用性 ........................................... 22 四、服务体验的要求 .....................................