Study On The Marketing Strategy Of Vanke Real Estate Company Under The Background Of Internet Economy

With the "new normal" of the arrival of China’s economic development, the real estate industry as a whole entered a mature and rational norm, not the rapid growth of the industry by a seller’s market into a buyer’s market, the total domestic property stocks continued to rise, the property market and the risks in some areas "bubble" worries have been presented. The difficulty is not the production capacity of enterprises, but the marketing ability. Vanke as domestic and the world’s largest residential developers, Internet thinking, actively looking for new partners, the use of new tools, digital marketing and mobile marketing innovation under the background of the Internet economy, to explore suitable for their own "Internet+ Marketing" model to promote Rapid enterprise "to stock."In this paper, collected and analyzed 26 years of development Vanke data, Vanke marketing model was studied, the main research methods:theory, empirical research, applied research method. From national policy, macro and micro environment, industry competitive analysis, supply and demand equilibrium theory and other aspects of urban transformation, the development of real estate products elaborate marketing. Vanke focusing on marketing case "From the media", "National Marketing", "Raise public marketing" and other three specific projects on the Internet in the economic context, the audience’s consumption habits, changing the way media contacts, high-data technology applications, marketing practices conducted theoretical analysis and countermeasures. Pointed out the presence of the short board and inadequate marketing of Vanke, put forward relevant recommendations of corporate marketing strategy, while rich in real estate marketing theory of the case in the new period.Obtained by thesis conclusion:the future, the Internet will become the mainstream of housing projects to promote enterprise channels, while the Internet is just a tool, not to subvert the real estate industry, and without excessive superstition, housing enterprises need to enhance the "quality+service" of the inner core Under the premise of competitiveness, searching for the purpose of Internet marketing model to build "customer aggregation, product customization," "precision marketing, closed loop transaction" combinations featuring the "Internet+real estate" in the online and offline marketing mode, innovative thinking, Marketing and to drive the project, and promote sustainable development of enterprises.