本文選題：房地產企業(yè) + 網絡營銷�。� 參考：《東華大學》2017年碩士論文

【摘要】：進入21世紀后,伴隨著互聯(lián)網的飛速發(fā)展,網絡化和數(shù)字化越來越與我們的日常生活息息相關。同時,以互聯(lián)網技術為基礎的網絡營銷作為一種新型的營銷方式已經改變了許多傳統(tǒng)行業(yè)的營銷手段,網絡營銷已成為很多公司開展營銷活動的重要方式。對房地產行業(yè)而言,房地產企業(yè)之間的競爭越發(fā)激烈化,同時房地產行業(yè)的營銷手段日益成熟,其營銷理念已經開始更注重客戶的需求,而非房地產企業(yè)本身的立場。網絡營銷作為一種新型的營銷方式,從滿足客戶的個性化需求出發(fā),實現(xiàn)了客戶與企業(yè)間的快捷交互與溝通,已受到房地產企業(yè)的重視和關注。本文以上海市北高新園區(qū)“新中新”項目作為實例,分析了建設“新中新”項目網絡營銷方案的必要性,通過該項目的SWOT分析和STP戰(zhàn)略選擇,制定了具體的網絡營銷策略。本文首先從網絡營銷的基礎概念出發(fā),分析了網絡營銷的模式及特點優(yōu)勢,闡述了網絡營銷現(xiàn)在主要的四種基本理論。同時從產品、價格、渠道及促銷四個方面對于網絡營銷策略的制定進行了分析。在此基礎上,對上海市北高新園區(qū)“新中新”項目進行概述,分析了該項目現(xiàn)有的營銷狀況及存在的問題。同時,本文對市北園區(qū)及“新中新”項目進行SWOT分析,明確了其在商業(yè)地產上的優(yōu)勢、劣勢、機遇和挑戰(zhàn)。然后,本文針對“新中新”項目存在的目標市場不清晰問題,通過STP戰(zhàn)略選擇,對其商品類別及市場根據地域等細變量作了詳細分析,在完成目標市場選擇的同時,也明確了“新中新”項目各目標市場的定位,實現(xiàn)了“新中新”項目目標市場戰(zhàn)略的制定。最后,結合上述的SWOT分析和STP戰(zhàn)略選擇,以網絡營銷理論作為依據,對“新中新”項目制定了適合其長期發(fā)展,且與市北園區(qū)規(guī)劃相匹配的產品策略、價格策略、渠道策略和促銷策略,同時運用這些網絡營銷策略為核心實施了網絡營銷方案,分析了“新中新”項目實施該網絡營銷效果。本文研究成果可為市北園區(qū)之后的商業(yè)地塊項目及其他同行業(yè)內的企業(yè)的網絡營銷方案提供參考借鑒意義。
[Abstract]:After entering the 21st century, with the rapid development of the Internet, the network and digitization are more and more closely related to our daily life. At the same time, as a new type of marketing method, Internet marketing based on Internet technology has changed the marketing means of many traditional industries, and network marketing has become an important way for many companies to carry out marketing activities. For the real estate industry, the competition between the real estate enterprises is becoming more and more intense, and the marketing means of the real estate industry are becoming more mature. The marketing concept of the real estate industry has begun to pay more attention to the needs of the customers rather than the standpoint of the real estate enterprises themselves. As a new type of marketing method, the network marketing has realized the quick interaction and communication between the customer and the enterprise from the view of satisfying the customer's individualized demand, and has been paid attention to by the real estate enterprise. Taking the "new Zhongxin" project of Shanghai North Hi-tech Park as an example, this paper analyzes the necessity of constructing the "new Zhongxin" project's network marketing scheme, and through the SWOT analysis of the project and the strategic choice of STP, formulates the concrete network marketing strategy. This paper starts from the basic concept of network marketing, analyzes the mode and characteristic advantages of network marketing, and expounds four main basic theories of network marketing. At the same time from the product, the price, the channel and the promotion four aspects to the network marketing strategy formulation has carried on the analysis. On this basis, the project of "New Zhongxin" in Shanghai North High-Tech Park is summarized, and the existing marketing situation and existing problems of the project are analyzed. At the same time, this paper makes SWOT analysis on Shibei Park and Xinzhongxin Project, and clarifies its advantages, disadvantages, opportunities and challenges in commercial real estate. Then, aiming at the unclear target market of Xinzhong New Project, through the strategic choice of STP, this paper makes a detailed analysis of the commodity category and market according to the region and other fine variables, while completing the target market selection. It also clarifies the orientation of the target market of Xinzhong New Project, and realizes the formulation of the target market strategy of Xinzhong New Project. Finally, based on the above SWOT analysis and STP strategic choice, based on the network marketing theory, this paper formulates the product strategy and price strategy suitable for its long-term development and matching with the planning of Shibei Park. At the same time, the channel strategy and the promotion strategy are used as the core to implement the network marketing scheme, and the effect of "new middle and new" project to implement the network marketing is analyzed. The research results of this paper can be used for reference for commercial land projects and other enterprises in the same industry.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F299.233.4

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