The Application Of E-marketing In Real Estate Project

The development of economic globalization and integration influences Chinese real estate field dramatically. Some international real estate giants will enter Chinese market, which makes competition scope expand. At the same time the development of new economics will fundamentally cause influences upon the whole economics connotation and the way of economic growth, which will bring fierce challenge to traditional real estate corporations.In order to ensure realty business that plays the important role as mainstay industry develops healthily and continuously under the pressure, we should increase innovative ability of the real estate corporations in the new circumstances. When traditional real estate industry combines with information technology, new characteristics of realty business and new space for development appear. The e-marketing of real estate becomes an important direction of improvement.Theoretical study methods and comparative study methods are applied to the study in this paper. The analysis of e-marketing modes and strategies in realty business is divided into six parts.The first chapter narrates the background information and the research value of the selected subject, the research train of thought and methods,as well as the structure and the innovation of this dissertation.The second chapter introduces the relevant theories and documentary summarization. E-marketing is analyzed in the aspects of generation, development, basic characteristics and competitive advantages. It also summarizes basic theories of real estate e-marketing, reviewing the connotation of realty business e-marketing as well as the research findings in this aspect.The third chapter analyses the present situation of realty business e-marketing. Some common problems and various barriers in e-marketing of realty business are analyzed, including: 1.the excessive websites of realty business hinders the development of economic scale, which inevitably causes mergers of websites; 2.the columns in these website are too broad and the speed of update is too slow, so that it causes inconvenience in both developers and customers and reduces the customers'loyalty to the websites; 3.comparing to traditional industries, the high requirements of technology in real estate websites occupies too much fund in foundation and operation. Websites often encounters financing difficulties and unreasonable application of funds. 4.e-marketing relies on advanced information technology, while traditional real estate corporations, especially small companies, often encounter technical barriers; 5.the e-marketing in realty business is the inheritance and development of traditional marketing. They cannot be separated with each other, and the combination of them can complement each other for further improvement. The discussion of promoting marketing ability by Internet includes the modes applicable in realty business e-marketing and their functions. Through the analysis of comparative advantages of e-marketing, the necessity of combining e-marketing and traditionally marketing methods is well proved in the realty business operations.Chapter Four penetrates e-marketing modes in realty business. Form the structural perspective the integrated mode of real estate e-marketing includes website mode, individual purchase mode, Internet direct purchase mode, database marketing mode and multimedia marketing mode. Many real estate corporations apply to only mode, which cannot respond effectively to the -tendency of networking of modern realty business. Nowadays due to the diversity in e-marketing style, manipulating procedures and services, customers usually need to adjust themselves to different manipulating conditions when they deal with real estate business, which proves that it is necessary to establish an integrated e-marketing mode in real estate field. The integrated mode proposed in this paper combines the above five marketing modes from systematic perspective, providing unified service model and manipulating rules for customers, and thus enables customers to accomplish multiple business just on one internet platform, which increases efficiency dramatically. It also benefits the real estate enterprises in managing the customers'information of different business synthetically. This is done through integrated mode. The study of integrated mode in realty business is mainly from functional and characteristic two aspects.Chapter Five is the strategy study of real estate project e-marketing. In order to conduct e-marketing activities, real estate corporations should first plan the overall strategies of e-marketing, and then make proper e-marketing objectives through the understanding of their products'characteristics and through the full investigation of markets. Basing on the objectives, corporations can determine the e-marketing budget, organizations and boards for the information control and customer management, the whole of which make the foundation of e-marketing program plan.Marketing strategies of real estate projects include pre-sale marketing strategies, in-sale marketing strategies and after-sale marketing strategies. The e-marketing strategies in realty business make full use of internet technological and efficiency advantages, to expand marketing space for real estate corporations, which highlights the characteristics of the real estate project, provides more information on real estate, and introduces the real estate goods more specific to customers. These strategies enable the corporations more competitive in consulting, development and intermediary business, and thus to provide better services to customers. The three strategies are combined in implementation through the help of Internet in real estate marketing, which makes the use of funds and time more effectively. Therefore it becomes possible for the corporations to control the whole marketing process in real estate business.Finally this dissertation expounds that e-marketing, as a new device in real estate project, is required by circumstances, however, it still lacks the ability of impelling the whole project marketing independently without the help of traditional marketing methods. Therefore the best way for improving e-marketing is to promote its efficiency through the combination with the traditional marketing devices.Based on the survey of e-marketing theory, this paper introduces the concept of e-marketing into real estate project. It points out the positive effect of e-marketing through the analysis of e-marketing modes and strategies as well as the existing problems in realty business e-marketing. The combined strategies of e-marketing in real estate project are the main innovations of this dissertation.The e-marketing study in real estate projects is still in fledging stage, and the blanks make the study of e-marketing modes and strategies in this paper necessary and in an urgent demand. I hope the discussion of e-marketing system and development modes will provide some suggestions for real estate corporations to make a better fulfillment for customers'demand, and advance the healthy development of realty business.