A Dissertation Submitted to Guangdong University of Technology
for the Master’s Degree
Research on precision Marketing of W Real Estate Company
based on big data
Candidate:Guan Minying
Supervisor:Prof. Lan Zeying
March 2022
School of management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510006

摘要
摘要
近年来，虽然我国房地产业发展非常迅速，但由于宏观调控的进一步加强、房价
的不断上涨以及房地产市场竞争的日益激烈，房地产开发商需要在营销环节投入更多
的成本。而基于大数据的房地产精准营销成本低，营销效果很明显。随着计算机网络
技术的飞速发展，网络技术越来越多地应用于房地产营销活动中，已经成为房地产开
发商重要的营销手段。在这种背景下，许多房地产企业开始关注网络商务市场，试图
通过改进和创新管理和营销方式参与其中。
本文通过采用文献综述法和个案研究的管理学常用研究方法，主要对基于大数据
的精准房地产营销进行研究。除绪论外，本文主要分为四个部分。第一部分是文章的
理论支撑。首先，界定了大数据、房地产营销和精准营销的含义，特别是房地产精准
营销的含义和概念。第二部分全面梳理了 W房地产公司精准大数据营销的现状，包括
W房地产公司精准大数据营销平台的发展与运营概况、建设、精准营销的效果分析。
第三部分进一步以 W地产为背景，结合大数据精准营销，以及我国以往房地产网络营
销的实践模式，从客户群定位不准确、缺乏有效评估手段、专有人才的发展力度、网
站的信息和服务不到位等视角说明了 W公司大数据精准营销的内部问题和外部问题。
第四部分针对 W房地产公司的两个项目进行分析，从合适的客户细分和聚类、完善营
销效果评估与反馈体系、加大对人才的培养力度和完善 W地产网站信息和服务等提出
基于大数据的房地产精准营销的解决方案，以便该公司完善营销模式时参考。
关键词：房地产企业；精准营销；大数据；平台运营；客户细分
I

广东工业大学硕士专业学位论文
ABSTRACT
In recent years, despite the rapid development of China's real estate industry, due to the
country's further strengthening of macro-control, rising prices, the real estate market
competition is increasingly fierce, real estate developers need to invest more costs in the
marketing link. The real estate precision marketing based on big data has low cost and
obvious publicity effect. With the rapid development of computer network information
technology, network technology is more and more applied to real estate marketing activities,
becoming an important marketing way for real estate developers. In this context, many real
estate enterprises began to focus on the network business market, trying to improve and
innovate management marketing methods to share a share of the pie.
This thesis mainly studies the precision real estate marketing based on big data by
adopting the literature review method and case study common research methods of
management. In addition to the introduction, this thesis is mainly divided into four parts. The
first part is the theoretical support of the article. First, it defines the definition of big data,
real estate marketing and precision marketing, especially the meaning and concept of
precision marketing of real estate. The second part comprehensively combs the current
situation of W Real Estate Company's precision big data marketing, including the
development, operation overview, construction and effect analysis of W Real Estate
Company's precision big data marketing platform. The third part further to W real estate as
the background, combined with large data precision marketing, and the practical mode of
previous real estate network marketing in China, from the base position is not accurate, the
lack of effective evaluation methods and proprietary talent development efforts, website
information and services such as large data accurate marketing perspective proposes W real
estate company's internal and external problems. The fourth part analyses W the two projects
of real estate company, from the right customer segmentation and clustering, improve the
marketing effect evaluation and feedback system, intensify to the cultivation of talents and
improve the W property website confidence and services based on large data precision of
II
。。。以下略