市场营销-互联网背景下房地产中介营销策略分析.docxVIP

互联网背景下房地产中介营销策略分析 摘 要：随着互联网的发展，房地产中介之间的竞争，已经不再仅仅是资金、资源、价格上的竞争，更表现为营销上的竞争。成功的营销可以帮助房地产中介获得竞争上的优势，提高中介公司在竞争市场上的生存能力。加强房地产中介的综合实力、进一步研究房地产中介的营销策略，是顺应时代发展的必经之路。 基于此，本文从基础概念出发，阐述了房地产中介的概念和特点，以及房地产中介营销策略。然后以链家为例对其已有的营销策略进行分析，主要是四个方面的内容：效能领先策略、价格适应策略、品牌提升策略以及媒体联结策略。针对链家已有的营销策略找出其在互联网背景下所存在的问题，主要是从三个方面进行了总结：一是分销渠道限制，二是促销宣传匮乏，三是营销环境恶劣。结合相关文献资料针对上述问题，总结了相对的三个方面的解决对策建议：一是加强对目标消费者的调研，二是扩充和增加房地产中介互联网营销内容及形式，三是改善房地产中介互联网营销环境。 关键词：房地产中介；营销策略；互联网 Abstract: With the development of the Internet, the competition among real estate agents is no longer only about the competition of capital, resources and price, but also about marketing. Successful marketing can help real estate agents gain competitive advantages and improve the ability of intermediary companies to survive in the competitive market. To strengthen the comprehensive strength of real estate agents and further study the marketing strategy of real estate agents is the only way to comply with the development of The Times. Based on this, this paper starts from the basic concept, expounds the concept and characteristics of real estate intermediary, as well as the marketing strategy of real estate intermediary. Then, HOME LINK is taken as an example to analyze its existing marketing strategy, which mainly includes four aspects: efficiency leading strategy, price adaptation strategy, brand promotion strategy and media connection strategy. In view of HOME LINK existing marketing strategy to find out its problems in the background of the Internet, mainly from three aspects of the summary: one is the distribution channel restrictions, two is the lack of promotion and publicity, three is the poor marketing environment. According to the above problems, this paper summarizes the corresponding countermeasures and Suggestions from three aspects: one is to strengthen the research on target consumers; the other is to expand and increase the content and form of Internet marketing of real estate agents; the third is to improve the Internet m