A Study On The Factors Influencing The Choice Of Real Estate Marketing Mode Under "Internet Plus"

Real estate marketing is the key to the healthy development of the real estate market.It is also an important area where the marketing theory can be put into practice.In the tide of the Internet Plus,how to choose the real estate marketing model has become the key to effective real estate sales.It is of great theoretical and practical significance to study the influencing factors of real estate marketing mode under the Internet background.This paper first goes through the network marketing theories,soring out two models of the network marketing implementations,that is inter-enterprise network marketing model(B2B network marketing model)and business and consumer network marketing model(B2C network marketing model).Then it combines the related research results and methods about network marketing,which provides the theoretical basis for the choice of marketing modes in Zhengzhou real estate development enterprise under the Internet background.Secondly,based on the comprehensive research methods,such as literature research method,interview method and expert consultation method,this paper expounds and analyzes the real estate network-marketing model of Zhengzhou City in the light of the present situation of real estate in Zhengzhou.This paper constructs the theoretical and practical basis for the choice of Zhengzhou real estate marketing modes.Finally,on the basis of the interview,the relevant literatures are sorted out,and the information triangles are formed from the relevant annual reports,corporate website information and so on,and the influencing factors model of the real estate enterprise network marketing mode is extracted.For the inter-enterprise network marketing model,the factors affecting its choice are two aspects,namely,external features,cooperative website effectiveness,,involving four variables.For the network marketing model between enterprises and consumers,the factors that affect their choice come from three aspects: consumer characteristics,the availability of emerging network marketing methods,the internal environment of the enterprise,involving six variables.Through the extraction and analysis of these influencing factors and variables,it provides a theoretical basis for the regional real estate enterprises to choose the marketing model.Based on the research and analysis,this paper constructs the influencing factors model of the network marketing model of the real estate enterprises under the regional market,provides the basis for the marketing decision of the real estate enterprises,and provides the reference value for the industry development and academic research.