Vanke Company "Universal Broker" O2O Marketing Program Design

Under the circumstance nowadays, as the real country's economic mainstay, estate is facing huge challenge from not only the decreasing profits but also the influence of the Internet industry. A network sale mode named "universal broker"comes into our eyes. This paper takes Wanke as an example, to design a Marketing plan "universal broker", which is based on the current situation of the Company marketing.The marketing environment in the Internet of Wanke is fully analyzed by analyzing the current estate marketing channels through cases und SWOT. "universal broker" O2O Omni-Channel program is designed by facing the opportunities and challenges from the real estate market. This program is aimed at Disintermediation and optimizing the marketing channel. An online marketing channel is built, which can meanwhile connect with other platforms and resources. An efficient online marketing channel is researched to admit multiple marketing channel and financial products. At the same time, this program will be executed with all measures in organization, system, money and technical parts.Practicability of the "universal broker" marketing mode is discussed in this paper under the background from the situation of whole estate Industry, estate marketing channel to the O2O marketing mode of the Internet. A practicable plan is designed, which can provide suggestions and references not only to the current and future marketing tragedy but also to the other estate companies for making more successful marketing case.