Study On O2O Marketing Mode Of Real Estate Enterprises

With the development of internet information technology and the widespread use of smart phones, the Internet, especially the mobile Internet has deeply affected every aspect of people’s life. It has not only changed the way people obtain information, but also revolutionarily changed the traditional ways of consumption, consumer’s shopping habits, purchase decision making and the way they behave in the whole process of purchase. The real estate industry, as a pillar industry of national economy, has a profound impact on urban infrastructure construction, the urbanization process and the industrial chain in various industries such as construction materials and household decoration. As a traditional industry, from the first-phase developing, construction and marketing, real estate is a long systematic process. As the terminal product, commercial housing is a highly involved commodity. And mobile Internet, which is highly informative and interactive, and with rich forms of manifestation, is particularly suited to such high involvement in commodity marketing. The rapid development of Internet has changed the traditional marketing mode of real estate industry, and brought a new revolution to the real estate industry.In the current real estate Internet marketing mode,020 marketing model grows the fastest, and is the most effective. This thesis analyzes comprehensively how real estate enterprises establish the O2O marketing model in a systematic approach. First, using the web platform, online apps and WeChat to establish marketing platform, and then in the offline using QR code scanning, wireless network coverage, LBS positioning software and experiential service to establish service marketing, at the same time using new social media for joint marketing, and finally making use of big data, tracking the valuable information of real estate development, purchase and household so as to provide a basis for real estate enterprises decision-making, which constitutes the whole process of 020 marketing.After systematic analysis of how real estate enterprises establish O2O marketing model from experience and theories, this thesis expounds the implementation of 020 marketing model from external and internal perspective. Real estate companies cooperate externally with leading Internet enterprises on business level and equity capital operation, and internally establish flat, borderless institution and incentive system to ensure the implementation of the O2O marketing model.Finally, taking E-House China, which is a leading company in the real estate circulation service industry as an example, using case study and SWOT matrix, thisthesis analyzes the O2O marketing model of E-House China, and gets relevant conclusions, which could be helpful for real estate enterprises when they make decisions on how to use 020 marketing model.