The Study Of Tour Real Estate Marketing Stratagy Based On The E-commerce Environment

Tour real estate in recent years,has become an investment hotspots of China's estate market and an important force not only of the development of tourism economy but also the competitiveness enhance of a city.With the development of information technology and e-commerce,as well as the application of network marketing and customer relationship management in estate industry,new chances and challenges collide with the tour real estate.Under the background of the increasingly competitive and the rational trend in estate market,executing a good planned marketing strategy has become an important factor to success in the future market of tour real estate.This research adopts the literature and case research method to discuss the marketing strategy of tour real estate project under the e-commerce environment.This research firstly summarizes the study of real estate,marketing theory in domestic and overseas,and analyses the current situation of tour real estate.In order to connect tour real estate and market demand,it considered that tour real estate marketing should be adjusted and integrated deeply,develop marketing strategy based on the patterns of traditional real estate and net work market and put it into effect based on the theory of marketing,customer management.Based on above,this research puts forward marketing strategies applying to our country's tour real estate project in the electronic commerce environment.The marketing strategies specifically include product,channel,promotion,price and executive strategy.Meanwhile,they are compared with the traditional real estate marketing strategies.Finally,this paper takes Kaiyuan tour real estate project of Dalian ZK corporation as an example,combines the theoretical analysis with the project practice and confirms the project target customer groups through the internal and external marketing environment and market positioning analysis.According to project conditions,it also develops the targeted marketing mix strategy.Meanwhile,through the analysis of the benefits,it determines the effective of the marketing strategy.