Research On Internet Thought Based Property O2O Marketing Mode And Establishment Of Its Evaluation System

The advent of the era of Internet has marked that fundamental changes took place in the business models of all industries. While compared with other products, real estate industry is subject to the product's uniqueness and has some characteristics- there are many stakeholders, and it is difficult to achieve revolution in the marketing model. And the traditional marketing rate of the real estate industry keeps rising, evaluation index keeps changing, which makes the reform of the real estate marketing mode imperative. O2O(Online to Offline) as an online to offline model is highly integrative and inclusive, which is playing an increasingly important role in the reform of the real estate marketing model. By integrating with traditional real estate marketing model, O2 O can import flow for offline cases effectively, promote the transformation of customers in later stage and the improvement of marketing chain, thus reducing the customers' acquisition costs. But under the thinking mode of the Internet, O2O has different patterns and connotations in this particular real estate industry rather than the pure information platform form which includes simple online display and offline transaction. Therefore, exploring the effectiveness of different modes has become an urgent problem to be solved at this stage. In order to solve the problem, the paper aims to study the impact of O2 O on the reform process and development direction of traditional marketing models of real estate industry under the application of Internet thinking, and on this basis establishes O2 O evaluation system.Firstly, the thesis defines the related concept of the Internet thinking, and clarifies its nature and application form. On this basis, it combines with the present situation of the traditional marketing modes of domestic real estate industry, analyzes the common problems in each stage of the current domestic marketing and the urgency of the reform. Secondly, it takes O2 O as the research direction and explores application forms, application situations and the future development direction of different O2 O methods. It makes use of the empirical research of the cases and analyzes the application of O2 O in the actual marketing so as to verify the feasibility and scientificity of O2 O mode. On this basis, it bases on the analytic hierarchy process and fuzzy analysis method to establish evaluation systems for different O2 O patterns. Lastly, the thesis analyzes the impact of O2 O on the future reform direction of the marketing model of real estate industry and provides corresponding policy recommendations.