| In 2015, Internet+has become a national policy. Soufang.com, as the initiator and practitioner of this strategy, always leads the Internet innovation of the research in the fields like new house, second-hand house, renting house, home furnishing and real estate. Soufang has the obsoletely leading position both in PC and mobile fields. Since real estate companies continuously innovate their marketing and promotion patterns, the overall share of real estate Internet enterprises in their target markets also increases year by year. Meanwhile, the general marketing method adopted by land agent gradually tends to become online marketing, which provides a wider development space and more opportunities to make profit for "Internet+ real estate" industry. In competition, each enterprise continually attempts to seek new marketing models to cater to the market; thus the Internet e-commerce marketing model in real estate companies emerges in this situation. Especially in the marketing market of Shenzhen New House network media with increasingly fierce competitions, e-commerce marketing gains rapid development and also plays a decisive role in enterprise gradually.After experiencing several-year inspection and baptism, traditional e-commerce is gradually replaced by the latest overall e-commerce marketing model which integrates the resources from multiple channels. To disseminate project information by single advertisement business has no longer adapted to new market competition; moreover the so-called "e-commerce" model, which was popular in market two years ago, is redefined as "traditional e-commerce" even "fake e-commerce". With the progress and development of Internet marketing model in real estate, new profit points gradually emerge. To explore and research the marketing models of new media and "new" e-commerce has profound influence on the accelerated growth of this industry.Taking Soufang Shenzhen Company New House Corporation as the object of research, and based on marketing management theory, this paper firstly summarizes and explains the "current situation of marketing of Internet+ real estate" enterprise and the traditional e-commerce model of Soufang as business representative, and then presents the developing trends of real estate industry. Later this paper discusses the e-commerce business of Shenzhen Soufang Company New House Corporation, presents the existing problems in e-commerce marketing of New House Corporation. On the basis of this, this paper further carries out an in-depth analysis of enterprise’s marketing environment including macro industry analysis, micro environment analysis and industry environment analysis. Furthermore, this paper analyzes the advantages and opportunities of the e-commerce marketing of enterprise based on SWOT theory. Next, this paper makes clear of the selection and positioning of New House Corporation’s target market scientifically and effectively and then repositions and reasonably selects its target markets. Based on the existing problems of company’s e-commerce and the needs and position of target market, this paper further puts forwards the measures to optimize Soufang’s e-commerce marketing strategy such as updating the original marketing models again, further adopting overall marketing strategy, analyzing the market models by virtue of Internet development opportunity, innovating operation and upgrading marketing model, estimating and analyzing the expected market share. Finally, based on the discussion of the comprehensive integration of Soufang’s new marketing models, this paper presents brand-new measures to guarantee e-commerce marketing.On the basis of the scientific analysis and research in this paper, the author hopes to propose the newest "all-round e-commerce" marketing model which can bring wider development space and more market opportunities for Shenzhen Soufang Company Media Group. |
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