BJ Real Estate Company's Network Marketing Strategy Research

Due to scale of Internet growth exponentially in recent years, Internet has influenced the behavior of the consumers rapidly, which finally has influenced the selection and execution of the enterprises on the marketing strategy. Network marketing has become one kind of the fashionable. However, if the enterprises invest in network marketing just with the aim to obtain the dominant position in the field, it would appear, has so far achieved little while the cost of the enterprise increased.Thus, for every enterprise, how to find out the industry characteristics and the Enterprise situation and make out an appropriate network marketing strategy should be considered carefully.BJ real estate group co., LTD., headquartered in Hangzhou, is one of the top 500 private enterprises in China with the primary business as real estate development.Although with the fast development, the network marketing has been limited in the same industry. At the same time, many excellent networks marketing model in other industries influenced the Real estate industry continually. Thus, some network marketing activities has been started in this company. However, due to the unreasonable collocation in the staff, the faulty construction in marketing system,there are several insufficient in the selection of network marketing channel, the production of The network marketing content and the control of the network public opinion. The aim of the present study is therefore to analysis the above questions of this company in the network marketing strategy, based on the "4P" marketing theory and the network marketing theory. An appropriate optimized plan has been provided,which focused on the system guarantee, talents reserves, product strategy and channel building.