Research On Marketing Strategy Of Sina Locke Second - Hand Housing Based On 4C Theory

The twenty-first Century is the new century with new economic features of the network economy. Internet economy is an important direction of development of the new economy, with the rapid development of information technology, network economy will gain popularity and greater development. The real estate industry is one of the oldest scale of market development, the most traditional industries, it is combined with the giant networking applications, the industry itself is not only necessary to the efficient development of Internet technology,but also the product of the rapid development of it. In the 1990 s, the first home real estate network of Service Corporation MOVE of America was founded. It means the beginning of the global scope of the real estate network service. For 18 years, network services in the global real estate industry’s role has been widely used in the world. It’s also recognized by many people including real estate developers, agents, brokers and consumers. At present, the rapid development of network technology to promote the real estate industry in the process of network, each Real Estate Company most have established their own websites, many professional real estate website also emerge as the times require. Excellent real estate website can not only bring considerable profit for the enterprise, but also promote the new economic era of real estate, the rich people on the real estate industry intuitive understanding.This article mainly includes seven parts, the first part is introduction, mainly analyze the selected topic background, research status at home and abroad, the research significance and research ideas, research structure, research methods and innovation and so on. The second part of theoretical review, mainly introduced the network marketing related literature research and the theory of 4 C applied in the real estate. The third chapter the secondary market and network marketing model,including the general situation of second-hand housing market in China, the secondary network marketing model and the current situation of the development of domestic real estate website. The fourth chapter sina le ju second-hand the room web site marketing present situation analysis,mainly analyses the sina le ju second-handhousing, sina le customer, main competitor analysis and the secondary sina le at present the main problems in the secondary site. The fifth chapter based on the theory of 4C sina website marketing strategy in the secondary,mainly expounds the meet customer’s individual needs strategy, customer cost strategy based on consumer behavior, facilitate the consumption of the network marketing channel strategy, the real estate website promotion strategy. Chapter 6 sina le-ju in the secondary network marketing strategy implementation and safeguard, mainly analyzed the structures, sina in the secondhand the room internal organization management system, sina enjoyed the second-hand housing marketing technology and talent security and improve network security protection grade through organization structure innovation, etc. The seventh part is the conclusion and prospect, is a summary of the whole article.The key analysis and innovation of this paper is the fourth part of and the fifth part. The fourth part through the introduction of sina le-ju second-hand housing network marketing combination strategy, based on SWOT analysis of second-hand housing network marketing of sina le-ju house, points out that the network marketing strategy of sina happy house second-hand housing implementation and guarantee measures, provides a good enlightenment for other website operation.