The Jinqiao Group Real Estate Project B2C Network Marketing Strategy

In recent years, with more and more people join the network shopping "force",makes many enterprises began to consider their products onto sales in the Internet, therapid occupation of the network market. The real estate enterprises conform to thetrend of The Times, and gradually will real estate this special goods sales to theInternet, and be part of the e-commerce consumers favor. However, due to theparticularity of the real estate products, enabling the network marketing activities juststop at the primary stage of product introduction. Especially in the current real estatemarket regulation and control measures of strengthening, real estate enterprise needtimely “move” and “transformation”(that is, moved to second and third tier cities andtransformation investment in commercial real estate) the reality of the situation, thereal estate enterprises to change the original marketing strategy, network marketing tojoin the real estate enterprise sales activities in has become a top priority, and B2Cnetwork marketing strategy of real estate corporations is particularly important. As the“leaders” in the real estate industry in Xiangtan, the Jinqiao Group has theadvantageous of regional advantages, more should actively develop the networkhousing.Therefore, this paper according to the domestic and international relevantresearch results, from the B2C network marketing theory Angle, combined with thestatus situation of Jinqiao Group, on the SWOT analysis of its internal and externalenvironment in B2C network marketing; Through the questionnaires, mainly frommarket positioning, product strategy, price strategy, channel strategy and promotionstrategy point of view, using the empirical analysis method to carry out the B2Cnetwork marketing strategy choice; And in these analysis and on the basis of thechoice, choose the Jinqiao group “Jinqiao city” real estate project as the main researchobject, Targeted puts forward Jinqiao Group’s real estate projects B2C networkmarketing strategy of the concrete implementation plan, plan include: networkproduct strategy implementation scheme, network price strategy implementationscheme, network channel strategy implementation plan and network promotionstrategy implementation plan. This paper hope that the research results can providetheoretical support for the selection and implementation of Jinqiao Group’s real estateprojects B2C network marketing strategy and scheme design, and also provide areference for the majority of the same type of real estate enterprises.